# A/B test: what it is and how it works · Zorraquino
> An A/B test compares variants assigned to groups to estimate their effect on a defined outcome.
URL: https://www.zorraquino.com/en/dictionary/digital-marketing/ab-testing.html

# A/B test

An A/B test compares variants assigned to groups to estimate their effect on a defined outcome

What it means, how it is used and where it comes up, with its related concepts.

[The whole glossary](https://www.zorraquino.com/en/dictionary)

## What it is and how it works

A rigorous design sets out the hypothesis, metric, assignment and analysis criteria before interpreting results. Sample size, duration and uncertainty must be considered. A difference observed over a few days does not in itself prove that one variant is better.

Topics

[Marketing and sales](https://www.zorraquino.com/en/dictionary/category/marketing-y-ventas)

## Variants and linked concepts

- **MVT.** A multivariate test combines changes to several elements to study their effects. It requires a design and sample suited to its greater complexity.

## Related concepts

- [Vanity metric](https://www.zorraquino.com/en/dictionary/digital-marketing/vanity-metrics.html)
- [Reach](https://www.zorraquino.com/en/dictionary/digital-marketing/scope.html)
- [Web analytics](https://www.zorraquino.com/en/dictionary/digital-marketing/web-analytics.html)