Year: 2019
Type: dissertation
Study design: Systematic Review
Abstract: The increase of data-driven decision making in digital-facing organisations in the 2010’s has brought methodologies such as A/B testing into the toolbox of online marketers. A/B testing in particular has become an essential part of the design process for advertisements, websites, and any user-facing interfaces. This thesis aims to form a critical appraisal of A/B testing as a method by conducting a systematic literature review on how much the topic has been studied before. In addition, this thesis identifies the common pitfalls seen in implementation of A/B tests. The motivation to form a critical look into the subject rises from the rapid growth of the popularity of A/B testing. As the amount of companies utilising the methodology rises, it is important to review the topic to identify current best practices and possible deficiencies in research.
Source: Aaltodoc (Aalto University)
Author: Lonkila, Elja
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W7135914364