About

A/B Null Hypothesis test

• set up multiple copies of the website,
• redirect users randomly to each copies via 307 status
• measure which design improves the target the most.

Life-cycle

1. Gather Samples
2. Assign Buckets
3. Apply Treatments
4. Measure Outcomes
5. Make Comparisons.

Web

• use cookies to store a bucket with the variant to show. ¹⁾
• The utm_content parameter of the UTM parameters helps defines what is B and what is A.
• Google Optimize

Documentation / Reference

• wiki/A/B testing
• Ab testing blog
• It’s All A/Bout Testing: The Netflix Experimentation Platform
• A B Testing