A/B testing is a form of testing performed to compare the effectiveness of different versions of a product with randomly distributed (i.i.d.) end-user groups. Each group gets to use only one version of the product. Assignment of any particular user to a specific group is done at random, without any biases, etc. User composition of the different groups are assumed to be similar, to the extent that switching the version of the products between any two groups at random would make no difference to the overall results of the test.
A/B testing is an example of a simple randomized control trial . This sort of tests help establish causal relationship between a particular element of change & the measured outcome. The element of change could be something like change of location of certain elements of a page, adding/ removing a feature of the product, conversion rate, and so on. The outcome could be to measure the impact on additional purchase, clicks, time of engagement, etc.
During the testing period, users are at randomly assigned to the different groups. The key aspect of the test is the random assignment of users being done in real-time of otherwise similar users, so that no other unknown confounding factors (demographics, seasonality, tech. competence, background, etc.) have no impact on the test objective. When tested with a fairly large number of users, almost every group will end-up with a good sample of users that are representative of the underlying population.
One of the groups (the control group) is shown the baseline version (maybe an older version of an existing product) of the product against which the alternate versions are compared. For every group the proportions of users that fulfilled the stated objective (purchased, clicked, converted, etc.) is captured.
The proportions (pi) are then used to compute the test statistics Z-value (assuming a large normally distributed user base), confidence intervals, etc. The null hypothesis being that the proportions (pi) are all similar/ not significantly different from the proportion of the control group (pc).
For the two version A/B test scenario
Null hypothesis H0(p1 = pc) vs. the alternate hypothesis H1(p1 != pc).
p1 = X1/ N1 (Test group)
pc = Xc/ Nc (Control group)
p_total = (X1 + Xc)/(N1 + Nc) (For the combined population) ,
where X1, Xc: Number of users from groups test & control that fulfilled the objective,
& N1, Nc: Total number of users from test & control group
Z = Observed_Difference / Standard_Error
= (p1 - pc)/ sqrt(p_total * (1 - p_total) * (1/N1 + 1/Nc))
The confidence level for the computed Z value is looked up in a normal table. Depending upon whether it is greater than 1.96 (or 2.56) the null hypothesis can be rejected with a confidence level of 95% (or 99%, or higher). This would indicate that the behavior of the test group is significantly different from the control group, the likely cause for which being the element of change brought in by the alternate version of the product. On the other hand, if the Z value is less than 1.96, the null hypothesis is not rejected & the element of change not considered to have made any significant impact on fulfillment of the stated objective.
A/B testing is an example of a simple randomized control trial . This sort of tests help establish causal relationship between a particular element of change & the measured outcome. The element of change could be something like change of location of certain elements of a page, adding/ removing a feature of the product, conversion rate, and so on. The outcome could be to measure the impact on additional purchase, clicks, time of engagement, etc.
During the testing period, users are at randomly assigned to the different groups. The key aspect of the test is the random assignment of users being done in real-time of otherwise similar users, so that no other unknown confounding factors (demographics, seasonality, tech. competence, background, etc.) have no impact on the test objective. When tested with a fairly large number of users, almost every group will end-up with a good sample of users that are representative of the underlying population.
One of the groups (the control group) is shown the baseline version (maybe an older version of an existing product) of the product against which the alternate versions are compared. For every group the proportions of users that fulfilled the stated objective (purchased, clicked, converted, etc.) is captured.
The proportions (pi) are then used to compute the test statistics Z-value (assuming a large normally distributed user base), confidence intervals, etc. The null hypothesis being that the proportions (pi) are all similar/ not significantly different from the proportion of the control group (pc).
For the two version A/B test scenario
Null hypothesis H0(p1 = pc) vs. the alternate hypothesis H1(p1 != pc).
p1 = X1/ N1 (Test group)
pc = Xc/ Nc (Control group)
p_total = (X1 + Xc)/(N1 + Nc) (For the combined population) ,
where X1, Xc: Number of users from groups test & control that fulfilled the objective,
& N1, Nc: Total number of users from test & control group
Z = Observed_Difference / Standard_Error
= (p1 - pc)/ sqrt(p_total * (1 - p_total) * (1/N1 + 1/Nc))
The confidence level for the computed Z value is looked up in a normal table. Depending upon whether it is greater than 1.96 (or 2.56) the null hypothesis can be rejected with a confidence level of 95% (or 99%, or higher). This would indicate that the behavior of the test group is significantly different from the control group, the likely cause for which being the element of change brought in by the alternate version of the product. On the other hand, if the Z value is less than 1.96, the null hypothesis is not rejected & the element of change not considered to have made any significant impact on fulfillment of the stated objective.
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