Controlled experiment

Showing visitors different versions at random and comparing what each group does.

By Mackenzie Bowes · mackenzie@mackenziebowes.com · @_mackenziebowes on X

Source

“Controlled experiments embody the best scientific design for establishing a causal relationship between changes and their influence on user-observable behavior.” Controlled experiments on the web: survey and practical guide (Kohavi et al., Data Mining and Knowledge Discovery, 2009)