A/B testing
A/B testing, also called split testing, is a method for comparing the current version with a change and determining which version produces better results. It is commonly used in marketing, e-commerce, web development, and other fields to assess users' responses to changes.
On this page
Source content checked . English translation published 2026-10-27.
In business automation
A/B testing compares two versions of a screen, message, or process using a measurable outcome. In automation, it can be used before replacing a message sequence or intake form for the entire audience.
Examples
These examples illustrate a possible workflow. Adapt the connections and rules to your own systems.
Two versions of a request page
Half of visitors see a short form and half see a long form. Only completion is measured, not the team's impression. The winning version is adopted only after the rate of qualified inquiries is checked too, not just the number of submissions.
Relevant tools
- PostHog
- You can run product experiments and measure events; you still need to define in advance what counts as business success.
What to check
- Declaring a winner after a small sample or without checking lead quality can mislead the team.