A/B testing

A method of measuring user engagement with changes to website design or copy. This test will determine if the modifications improve the user experience. Generally, 50% of the website traffic will be displayed the unmodified site (referred to as the “control”), and 50% will be shown the variation. Engagement data of both groups will be collected and analyzed. If the users engaged more positively with the modified variant, it will be implemented as the new design.