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.
At this year's SALT New York conference, Jean Hynes, the CEO of Wellington Management, took to the stage to discuss the role of active management in today's investment environment. Hynes succeeded Brendan Swords as the CEO of Wellington at the end of June after nearly 30 years at the firm. Wellington is one of the 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.