One of the most common uses of statistics on the Internet right now is A/B testing. This acts as an aid to design and increase interactions with users in a data-driven way. It's used all over the Web, and there have been some high-profile instances of these techniques being written about in blogs and articles online. For instance, there were several descriptions of how Baraka Obama's 2012 US Presidential campaign used A/B testing to increase both donations and how many people signed up for the e-mail updates.

Over the course of this chapter, we'll look at the following topics:

By the end, we'll have simulated a small A/B test to measure a click-through on two different versions of text for a button.