Comparing two design variants with statistical confidence using real product traffic. Best for optimizing a specific interaction where you have a clear hypothesis.
Optimization phase, once you have a specific interaction and a clear hypothesis, and enough traffic to reach significance.
2-6 weeks, depending on traffic volume and the effect size you're trying to detect.
High traffic volume, a testing platform, a clear hypothesis, and a single variable to isolate.
Comparing two design variants with statistical confidence using real product traffic. Best for optimizing a specific interaction where you have a clear hypothesis.
Requires high traffic volume to reach significance. Tells you which version performs better, not why, or whether either is actually good.
Speed this method up with a ready-to-use A/B Test Plan & Hypothesis template.
Download A/B Test Plan & HypothesisWhether you're rethinking a flagship product or trying to make sense of complex user behavior, I'd love to talk.