Design Resources: Split A/B Testing in a Nutshell

A/B testing, split testing, randomized controlled experiments, online controlled experiments – what do all these word combinations tell you? UX designers are surely aware that all of the enumerated terms have the same meaning; nevertheless, let’s clear up the matter for the rest of the readers. Actually, the explanation is rather simple: split testing is a specialized method of marketing research, which uses random experiments offering a limited choice of two A and B options.