Methodology for Using and Optimizing of A/B Tests in IT-projects

A / B testing is one of the most popular methods for assessing product changes. The reason is in relation to the accuracy of working with data. Conducting AB tests allows you to improve the product on the basis and make a decision on its further development. AB testing is widely used in various fields: advertising, medicine, psychology, sociology, e-commerce, online media services, etc. Although AB testing is a powerful tool for analyzing data, you need to know how to use it correctly. misuse can lead to false results. The relevance of the study lies in the fact that although a large number of companies can use A / B testing in conducting experiments in a product, many companies make mistakes in its use. So in recent years, a huge amount of materials have been written about AB testing. However, they do not have a full-fledged approach (methodology) to its application. There are many statistical approaches, test optimization techniques that can improve the approach to AB test analysis.