APPLICATION OF A/B TESTING TO DETERMINE THE EFFECTIVENESS OF THE ELEMENTS OF A WEB PAGE

A/B testing (A/B testing, Split testing) is used to study which of the changes improve the target indicator. This method consists in the fact that the control group of elements is compared with the test group, while in the test group one or more indicators have been changed and with the help of mathematical statistics methods, an analysis is carried out of whether they significantly affect the result or the influence is random. A/B testing has become relevant with the development of web technologies and is now becoming more and more relevant. The article presents the advantages of this research method in comparison with others, research algorithms using statistical methods of hypothesis testing are developed, examples of the use of these algorithms are given.