> For the complete documentation index, see [llms.txt](https://docs.hackle.io/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.hackle.io/en/ab-test/about.md).

# Introduction to A/B Testing

Learn how to validate the impact of product changes with data.

An A/B Test is a way to validate the impact of a new feature or UX change with data.

You split real users between the current version and the new version over the same period, then compare how each version affected key metrics such as conversion rate, retention, and revenue.

{% hint style="success" %}
With Hackle's A/B Test, you can form hypotheses, design experiments, and improve your product based on statistically significant results.
{% endhint %}

![Kakao Message A/B Test example](https://143363954-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FyAVlNQhS253reum0Ce94%2Fuploads%2Fgit-blob-a87d8a92d40510d7582078dabf561a4cd4336ed3%2F2025-09-02-%EC%B9%B4%EC%B9%B4%EC%98%A4_%EB%A9%94%EC%8B%9C%EC%A7%80_A_B_%ED%85%8C%EC%8A%A4%ED%8A%B8.png?alt=media)

{% hint style="info" %}
A/B Tests are made for teams like these!

* Planners, PMs, and POs who **validate new features and UI changes**
* Marketers who **improve conversion rates** for promotions and CTAs
* Designers who look for a **better user experience**
* Developers who **validate algorithm and infrastructure changes**
* Every team that **makes decisions with data**
  {% endhint %}

### Use Cases

<table data-view="cards"><thead><tr><th></th><th data-hidden data-card-target data-type="content-ref">Link</th></tr></thead><tbody><tr><td><i class="fa-link">:link:</i><br><strong>URL Test Success Story</strong><br>See how a URL change was validated with an experiment.</td><td><a href="https://hackle.io/ko/post/url-test-success-case1/">https://hackle.io/ko/post/url-test-success-case1/</a></td></tr><tr><td><i class="fa-mobile-screen">:mobile-screen:</i><br><strong>In-App A/B Test</strong><br>Learn how to run experiments that improve the in-app user experience.</td><td><a href="https://hackle.io/ko/post/inapp-ab-test/">https://hackle.io/ko/post/inapp-ab-test/</a></td></tr><tr><td><i class="fa-play">:play:</i><br><strong>A/B Testing at Netflix</strong><br>Explore how Netflix improved its product with experiments.</td><td><a href="https://hackle.io/ko/post/abtest-netflix/">https://hackle.io/ko/post/abtest-netflix/</a></td></tr></tbody></table>


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