Job Aid: Developing an A/B Testing Roadmap

There are several key activities for creating an organizational A/B test strategy:
• define your customer profile
• define your organizational testing goals
• create your initial hypotheses
• document and learn

Using A/B testing, your organization can conduct a real-time comparison between two functional versions of a product, in order to test which version performs better. While the precise approach will vary from organization to organization, the basic process includes six key phases to ensure a robust A/B testing experience.

Phases and activities of A/B testing