What are A/B tests. A guide for product managers (opens in new tab)

Many teams believe they know their product and users well, yet making decisions based on intuition or “expert opinions” does not protect them from mistakes. Relying on facts significantly reduces this risk. Product development resembles a scientific study: you formulate a hypothesis, run an experiment and draw conclusions from the data. In digital products, the A/B test is the key way to validate hypotheses. This comprehensive guide covers the essentials of A/B tests: why they are necessary, ...