A/B Testing

A/B testing is a concept borrowed from Digital Marketing and applied in OKRs.

In Digital marketing A/B testing involves the process of comparing two variations of a page/marketing campaign element, usually by testing users' response to variant A vs. variant B and concluding which of the two variants is more effective.

In OKR parlance, A/B testing is used as an approach to pick Key Results which can move the Objective forward when the metric to be picked remains in ambiguity.


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