Measurement
A/B Test
An A/B test (also called a split test) is a controlled experiment in which two versions of a webpage, email, or element are shown to different user segments simultaneously to determine which variant drives better performance. It is a foundational technique in conversion rate optimization and UX research.
A/B testing results are tracked using platforms like Google Optimize, VWO, or Optimizely, while statistical significance is assessed via analytics dashboards. Key metrics measured include click-through rate, bounce rate, and conversion rate, all visible in Google Analytics.
Authority Links
Related Terms
Measurement
Bounce Rate
Bounce rate refers to visitors that leave a web page without engaging with its contents.
Measurement
Conversion Rate
Defined as the number of visitors to a website, who complete the desired action out of the total number of visitors.
Measurement
Conversion Rate Optimization (CRO)
Conversion rate optimization refers to the practice of increasing the percentage of users who perform a desired action on a website.
Measurement
CTR (Click-Through Rate)
The percentage of users who click on a search result, ad, or link after seeing it — calculated as (Clicks ÷ Impressions) × 100 — and a primary signal of how compelling your SERP listing is at the position it occupies.