Home / Phase-6 / A/B Testing & Experimentation Design
Phase 6
A/B Testing & Experimentation Design
A/B testing and structured experimentation are core practices of modern product management. Instead of relying on intuition or opinions, they enable teams to validate hypotheses with real user data. By splitting users into randomized groups, testing variations, and measuring impact against clear success metrics, product managers reduce risk, uncover hidden opportunities, and continuously optimize the user experience. This module introduces the foundations of product experimentation, covers how to design and run valid A/B tests, highlights advanced techniques like multivariate and funnel testing, and provides practical guidance on turning test results into actionable product decisions.
Types of Experiments
A/B Testing
Compare two versions (control vs. variation) to see which performs better.
Multivariate Testing
Test multiple variables at once to find optimal combinations.
Funnel Testing
Evaluate changes across an entire user journey (e.g., onboarding flow).
Split Testing
Serve different versions of entire pages or experiences to separate audiences.
Steps for Running an A/B Test
Research
Gather data to understand the problem space.
Develop Hypothesis
Ensure it’s measurable and falsifiable.
Select Variable
Test one change at a time (unless multivariate).
Define Metrics
Establish what success looks like before launching.
Target Users
Randomize or segment intentionally.
Design Variants
Control (A) vs. Challenger (B).
Set Sample Size
Use statistical significance calculators to avoid false positives.
Run Simultaneously
Test versions at the same time to avoid time-based bias.
Analyze Results
Look at statistical significance, not just raw percentages.
Turn Data into Action
Roll out winners, learn from failures, and refine hypotheses.