beginner
4 min read
What Is A/B Testing?
Understanding the fundamentals of controlled experiments
In web3, A/B testing is especially important. Targeting, attribution, and incrementality all introduce uncertainty. Testing is how you reduce that uncertainty and turn assumptions into evidence.
An A/B test compares two versions of something (ad creative, targeting, landing page, etc.) to determine which performs better. You split traffic between versions and measure which achieves higher conversion rates or better efficiency.
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The basic process
- Form a hypothesis ("Version B will convert better than Version A")
- Design an experiment (split traffic 50/50 between versions)
- Run until statistical significance is reached
- Analyze results
- Implement winner and form new hypothesis
This creates a continuous improvement cycle. Every test makes you smarter about what works.