What does "Variant" mean?
Definition of Variant in the context of A/B testing (online controlled experiments).
What is a Variant?
"Variant" is how in conversion rate optimization one refers to any test group in an online controlled experiment. A variant usually denotes a particular treatment option being tested on a group whose members have been chosen by a randomizer.
Like this glossary entry? For an in-depth and comprehensive reading on A/B testing stats, check out the book "Statistical Methods in Online A/B Testing" by the author of this glossary, Georgi Georgiev.
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Test GroupSample RatioAbout the author
Georgi has over twenty years of experience in online marketing, web analytics, statistics, and design of business experiments.
Author of the book "Statistical Methods in Online A/B Testing", white papers on statistical analysis of A/B tests, and a speaker, he has been distinguished as a winner in the Data & Analytics category of the 2024 Experimentation Thought Leadership Awards.
Statistical Methods in Online A/B Testing
Take your A/B testing program to the next level with the most comprehensive book on user testing statistics in e-commerce.
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