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Glossary
Control Variant
The "baseline" or original version of the element you are testing.
What is a Control Variant?
In an A/B test, the control (often called Variant A) is the existing version of the page or element. It serves as the baseline against which any new versions are compared.
Without a control, you wouldn't know if your changes actually improved things or if the results were just due to external factors (like a holiday sale or a seasonal trend).
The Role of the Control
- Benchmark: It tells you what your current performance looks like.
- Validation: It helps ensure that any observed "lift" in the test variant is actually caused by your changes.