What does "Treatment" mean?

Definition of Treatment in the context of A/B testing (online controlled experiments).

What is Treatment?

Aliases: intervention

A treatment is any change in the user experience that is being subject to test in an A/B test. A treatment can be a change in the visual interface, in the flow of a process, the ordering of steps in a funnel, in wording (copy), in an algorithm (e.g. recommendation engine, upsell/cross-sell suggestions, etc.) and even backend infrastructure when it is possible to test that.

The nature of the intervention is irrelevant as long as one can construct a valid test for it.


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