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What is A/B testing?
A/B testing is a method of comparing two versions of a webpage or app against each other to determine which one performs better. A/B testing is essentially an experiment where two or more variants of a page are shown to users at random, and statistical analysis is used to determine which variation performs better for a given conversion goal.
Testing takes the guesswork out and enables data-informed decisions that shift business conversations from "we think" to "we know."
In an A/B test, you take a webpage or app screen and modify it to create a second version of the same page. This change can be as simple as a single headline, or button or be a complete redesign of the page. Then, half of your traffic is shown the original version of the page (known as the control), and half are shown the modified version of the page (the variation).
As visitors are served either the control or variation, their engagement with each experience is measured and collected in a database and analyzed through a statistical engine. You can then determine whether changing the experience had a positive, negative, or neutral effect on visitor behavior.
For this project, an AB test analysis is conducted on a source file containing AB test results stored in the database.
The data source file is listed below
To view AB test results on a dashboard and to analyze the result, a SQL query needs to be written.