Variant
A changed version of a page or experience in a test, compared against the control.
Also called challenger, treatment
A variant carries the change being tested: new copy, a different layout, another price. A test has one control and one or more variants.
Each variant should test one idea clearly enough that the result teaches you something, whichever way it goes.
Variant B replaces the product page's bullet list with a comparison table.
Related terms
- ControlThe unchanged version in a test, which every variant is compared against.
- A/B testAn experiment that shows two versions of a page to randomly split visitors and compares which one performs better on a chosen goal.
- A/B/n testAn A/B test with more than one challenger: the control is compared with two or more variants in the same experiment.