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What is A/B testing and can small companies use it?
A/B testing compares two versions of something, such as a web page or email, by showing each to a random group and measuring which performs better. Small companies can use it if they have enough traffic or customers to detect a real difference rather than random noise.
Key rules:
- Test one change at a time
- Decide the success metric beforehand
- Run until you have enough observations
- Do not stop early on a lucky streak
With low volumes, tests may need to run a long time or only detect large effects. In that case, bigger changes or qualitative feedback may be more practical. Record every test and its result so the business builds knowledge rather than repeating earlier experiments.
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