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Created by the Public Governance Directorate

This website was created by the OECD Observatory of Public Sector Innovation (OPSI), part of the OECD Public Governance Directorate (GOV).

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ideas42 A/B Testing

An A/B test measures and compares the effectiveness of different versions of a program feature, service, or communication. This interactive tool helps users prepare for A/B tests, create random assignments of users to A or B, and helps users analyse which was more successful. The publishers suggest that this approach can be used by governments to optimize outreach materials, communications and engagement, program features, and processes (e.g., applications, payments).