What is A/B testing?

A/B or multivariate testing is the process of conducting hypothesis-driven tests to determine the most meaningful updates for your user base. Using Apptimize, you can use statistical analysis to test different versions of your website or application against the original version to analyze which version performed better.

Ultimately, testing enables data-informed decisions that shift business conversations from "we think" to "we know." By measuring the impact that changes have on your metrics, you can ensure that every change produces positive results.