A/B Testing

A/B testing is a simple way to compare changes to a web page with the text on an existing page.

The control text is the original, while the variation is the updated copy. It is best to compare versions to decide which text is most effective. Split testing, or bucket testing, are other names for A/B testing.

It is a randomized experiment is one that uses two variables: the control and the variation to the experiment (or controlled testing). Statistical analysis should be used to determine which text performs best and to measure the impact of changes on metrics to identify positive/negative results.

A/B Testing (Wikipedia)
Example of A/B testing on a website. By randomly serving visitors two versions of a website that differ only in the design of a single button element, the relative efficacy of the two designs can be measured.

A/B testing (also known as bucket testing or split-run testing) is a user experience research methodology. A/B tests consist of a randomized experiment with two variants, A and B. It includes application of statistical hypothesis testing or "two-sample hypothesis testing" as used in the field of statistics. A/B testing is a way to compare two versions of a single variable, typically by testing a subject's response to variant A against variant B, and determining which of the two variants is more effective.

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