Throttling

Definition:

Throttling is the process of limiting the proportion of traffic allocated to an A/B or multivariate test. This is often done when a test involves a high risk area (e.g. checkout or registration). The draw back to this approach is that the test will take significantly longer to reach statistical confidence and complete the test.

Resources:

 

Conversion marketing – Glossary of Conversion Marketing.

Over 300 tools reviewed – Digital Marketing Toolbox.

A/B testing software – Which A/B testing tools should you choose?

Types of A/B tests – How to optimise your website’s performance using A/B testing.