Digital
A/B testing
Formal definition
A/B testing is a charity digital term for running controlled experiments between two variants to improve a defined outcome metric.
What this actually means for you
Digital and data leads should treat A/B testing as an operating standard: change one variable at a time, set a success metric before launch, and wait for enough sample size, then review it before launches, integrations, and platform changes.
Example: During a planned change window, teams apply A/B testing as follows: the team tests two donation-page headlines for two weeks and keeps the variant with better completed donations. They then update team templates, reporting packs, and operating checklists for the next cycle.
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