What is A/B testing?

A/B testing is a method to compare two versions of a product or feature by assigning users randomly to two groups.

One group (control) sees the current version, while the other (treatment) experiences the change.

For example, Facebook might A/B test a new newsfeed algorithm. Metrics like DAU, click-through rate, or session length are compared between the groups. Statistical analysis determines whether the observed difference is significant.

A/B testing helps companies make data-driven decisions by measuring the impact of product changes.