What Is A/B Testing? [INFOGRAPHIC]

What is A/B/C Testing?

We all know how important A/B testing is in business. If you are not testing your website calls-to-action, advertising copy, or product features, then you are ignoring industry best practices. What’s even more interesting is that many people would classify A/B testing as data science, but failing to test with a control group is ignoring best practices of science.

Get The Full Series in PDF

Get the entire 10-part series on Charlie Munger in PDF. Save it to your desktop, read it on your tablet, or email to your colleagues.

Q3 hedge fund letters, conference, scoops etc

Morningstar Investment Conference: Using Annuities In A Portfolio For Added Stability

portfolioOver the past decade, annuities have fallen out of favor with investors. These retirement products became popular in the US during the Great Depression when potential retirees were looking for a secure income stream that would be unaffected by stock market volatility. Q2 2020 hedge fund letters, conferences and more If you’re looking for value Read More

What is a control group?

A control group is a segment of the experiment or test that do not see a change in variables. A good example of this is the group of people who receive a placebo in a new drug study. Control groups help to protect the significance of results against factors that are outside the experimenter’s control, for lack of a better word.

It’s worth noting that A/B tests should also target change within only one variable. Tests that use a control variable in conjunction with a control group further increase the likelihood of having trustworthy results.

This is why CleverTap coined the term ABC testing, based on the theory that all A/B tests should include a control group to protect against error and bias. In the visual below they have outlined the benefits of adding a control group to your future A/B testing strategy.

What is a control group in A/B Testing