Comparing two versions of a page, message or experience by randomly allocating eligible visitors to each version.
A practical example
An enquiry form experiment compares a shorter form with the current form, using qualified enquiries as the outcome.
What to watch for
Choose the outcome and stopping rule before starting. Small samples, seasonal changes and repeated peeking can produce misleading winners.
Related reading
Explore User Experience (UX) and Call To Action (CTA). See how this fits into Web design.