7 terms
A/B testing is a randomized experiment that compares two versions of a product or message to measure which one causes better results on a chosen metric.
A control group is the set of units in an experiment that does not receive the tested change, providing the baseline for measuring its causal effect.
Multivariate testing is an experimentation method that tests several page or product elements at once to measure each one and their interactions.
A p-value is the probability of seeing results at least as extreme as those observed if the null hypothesis were true, used to judge experiment outcomes.
Randomization in experimentation assigns units to treatment or control by chance, so groups are comparable and outcome differences reflect the change.
Sample size in experimentation is the number of units each variant needs so an experiment can reliably detect an effect of a chosen size.
A treatment group is the set of randomly assigned units in an experiment that receives the change being tested, compared against a control group.