By Aliu A. Onifade
The internet provides developers of connected software an unprecedented opportunity to accelerate innovation by evaluating ideas and accurately using trustworthy controlled experiments (Kohavi, 2015). In particular, in marketing and web analytics, A/B testing is a controlled experiment with two variants A and B. More specifically, it is a form of statistical hypothesis testing or two-sample hypothesis testing as used in the field of statistics. Also, in online settings such as web design, A/B testing identifies the changes of web pages that increase the outcome of interest e.g., click-through rate for a banner advertisement (Kohavi, 2015).