International Journal of Science and Research (IJSR)

International Journal of Science and Research (IJSR)
Call for Papers | Fully Refereed | Open Access | Double Blind Peer Reviewed

ISSN: 2319-7064


Downloads: 0 | Views: 65

Research Paper | Data & Knowledge Engineering | United States of America | Volume 12 Issue 12, December 2023 | Rating: 4.6 / 10


Optimizing Digital Decision - Making: A Comprehensive Study on A/B Testing in Digital Analytics and Efficient Organizational Implementation

Sneha Satish Dingre [3]


Abstract: This paper delves into the methods of A/B testing for organizations seeking to enhance and optimize the user experience of their digital products. The paper discusses A/B testing methods, including Multivariate A/B Testing, Bayesian A/B Testing, Personalized and Targeted Testing, and Sequential Testing. The interaction between various teams and the collaborative efforts required among them, such as product, data science and analytics, development, UX/UI design, marketing, and leadership, to successfully implement and interpret A/B tests is also described in this paper. Key performance indicators (KPIs) areproposed for measuring the successful execution of A/B testing processes throughout various stages.


Keywords: A/B, testing, digital, analytics, product


Edition: Volume 12 Issue 12, December 2023,


Pages: 1266 - 1268


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