Gartner Research

Supercharge Your Digital Innovations Through A/B Testing

Published: 08 July 2014

ID: G00260079

Analyst(s): Mary Mesaglio


As the world becomes more digital, things are heating up for IT. Speed and data are everything. IT and business leaders must discern between anemic ideas and promising innovations quickly, with real data. They can do this by using A/B testing.

Table Of Contents


  • How A/B Testing Is Used
    • U.S. Presidential Campaign Website Gains 30% More Subscribers From A/B Testing
    • A/B Testing Can Be Used to Test More Than Websites
  • A/B Testing Can Uncover Small Changes That Lead to Big Results
    • 1. Decide What You Want to Test
    • 2. Create Your A/B Test
    • 3. Overcome Common A/B Testing Pitfalls

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