What is sequential testing?

Sequential testing is a method of conducting A/B tests where the variants are shown to users sequentially rather than simultaneously. Instead of dividing the audience into groups and showing them different versions at the same time, one version is tested first, then the other.

This approach helps reduce the influence of external factors that change over time and provides a better understanding of user behavior with each variant. However, this method requires more time and can be affected by seasonal or temporal effects.

Example: initially, all traffic receives version A for a week, then version B in the following week, after which the results are compared.