What is A/B Testing?
Definition
A method of comparing two versions of a subscription offering (pricing, features, UI) to determine which performs better.
Understanding A/B Testing
A/B testing is how subscription services optimize everything from pricing to onboarding. The service shows version A to half of users and version B to the other half, then measures which version produces better results (higher conversion, lower churn, more engagement). Common subscription A/B tests include pricing page layouts, trial lengths, onboarding flows, email campaigns, and cancellation pages.
For consumers, this means you might see different prices or features than someone else — subscription pricing is not always uniform. This is legal and common practice in the subscription industry.
Related Terms
Conversion Rate
The percentage of users who upgrade from a free plan or trial to a paid subscription.
Pricing Model
The strategy a subscription service uses to structure its pricing, including flat-rate, tiered, usage-based, or hybrid approaches.
Feature Flag
A configuration toggle that allows subscription services to enable or disable features for specific users or subscription tiers.