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A/B-Testing im digitalen Produktmanagement

In: Digitales Produktmanagement

Author

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  • Sascha Hoffmann

    (Hochschule Fresenius)

Abstract

Zusammenfassung A/B-Tests sind ein Standardinstrument im Produktmanagement, um Ideen bzw. qualitative Hinweise aus einer Product Discovery zur Optimierung digitaler Produkte anhand von realem User-Feedback zu validieren. Im vorliegenden Beitrag wird zunächst der grundlegende Aufbau von A/B-Tests erläutert, bevor auf die Grundlagen der Hypothesenbildung sowie die bei A/B-Tests zur Anwendung kommende Statistik eingegangen wird. Der Beitrag endet mit konkreten Hinweisen, wie A/B-Tests im digitalen Produktmanagement optimal eingesetzt werden können.

Suggested Citation

  • Sascha Hoffmann, 2023. "A/B-Testing im digitalen Produktmanagement," Springer Books, in: Sascha Hoffmann (ed.), Digitales Produktmanagement, edition 2, chapter 0, pages 225-231, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-41880-9_11
    DOI: 10.1007/978-3-658-41880-9_11
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