What is a switchback test?

Switchback test is an A/B testing method where users or traffic switch between variants (control and test) multiple times during the experiment. This helps reduce the impact of temporal factors and seasonality on the results.

Unlike a traditional A/B test, where users stay in one group for the entire period, switchback testing changes the distribution of variants over time, for example:

• Week 1: Variant A
• Week 2: Variant B
• Week 3: Variant A
• Week 4: Variant B

This approach helps identify more accurate effects of changes, especially when user behavior depends on time or external conditions.