So, just what is an AB Test? AB Tests, also known as split tests, are tests used in marketing and business in order to ensure that a strategy works before going ‘all in’. They do this by testing that strategy in a real-world scenario, using controlled conditions. Essentially, this works just like experimental design in research. That is to say, that you will split your test subjects into two groups: an experimental group and a control group. You’ll then attempt to keep as many variables (factors) the same as possible in the two groups, change just one thing, and then compare the outcome to see which worked better