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Real World Trial
A/B Testing
External users are randomly assigned to two or more versions of a design, page, or element, and their behavior is measured against a predefined metric to identify which version performs best, often with statistical significance determining the outcome.
When This Method Fits
Typical duration
Days – Weeks
Typical cost
Low – Medium
Fidelity level
Live Full
Stage
Scaling, Implementation
Hypothesis type
Outcome
Goal type
Find product-market fit, Deepen product-market fit, Validate go-to-market strategy, Scale the model, Improve operational efficiency
Randomization
Required
Study design
Between-subjects experiment
Minimum units needed
100
Causal rigor
Min 5 · Max 5 / 5
1Best Fit When
Best when you have enough live traffic to reach statistical significance and want the strongest possible causal read on which design performs better.