What is A/B Test?

An A/B test compares two versions (A and B) with real users. It reveals which version drives better results — more conversions, higher AOV, or lower churn.

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Related Terms

Conversion Rate

Conversion rate is the percentage of visitors who become buyers. The global average is 2.5-3%, but industry, device, and traffic source dramatically affect it.

Conversion Funnel (Sales Funnel)

The conversion funnel maps the customer journey from first touchpoint to purchase. You lose people at every step — the goal is minimizing that drop-off.

Cart Abandonment

Cart abandonment means a shopper adds items to cart but does not complete the purchase. The average rate is around 70% — but this represents massive recoverable revenue.

CTR (Click-Through Rate)

CTR shows what percentage of impressions resulted in clicks. Google Search average: 4-6%, Meta Feed: ~1.5%, Display: 0.5-1%.

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What is A/B Test? | Margyn Glossary