方法对比

	A/B 测试（在线对照实验）	随机对照试验 (RCT)
领域	实验设计	实验设计
方法族	Hypothesis test	Hypothesis test
起源年份	1935	1948
提出者	Ron Kohavi et al. (Microsoft); conceptual roots in R. A. Fisher's randomized experiments (1935)	James Lind (early precursor, 1747); modern formulation: Austin Bradford Hill & Medical Research Council (1948)
类型	Parametric comparison (frequentist or Bayesian)	Interventional comparative study
开创性文献	Kohavi, R., Tang, D., & Xu, Y. (2020). Trustworthy Online Controlled Experiments: A Practical Guide to A/B Testing. Cambridge University Press. ISBN: 9781108724265	Schulz, K.F., Altman, D.G., Moher, D., for the CONSORT Group (2010). CONSORT 2010 Statement: Updated Guidelines for Reporting Parallel Group Randomised Trials. BMJ, 340, c332.
别名	split test, controlled experiment, two-variant test, A/B Testi (Online Kontrollü Deney)	RCT, randomised controlled trial, clinical trial, Randomize Kontrollü Çalışma (RCT) Tasarımı
相关	4	7
摘要	An A/B test is a randomized controlled experiment that simultaneously exposes two groups of users to a control variant (A) and a treatment variant (B) in order to determine whether a measured outcome differs significantly between them. The modern online controlled experiment framework was systematized by Ron Kohavi and colleagues at Microsoft in the early 2000s, building on R. A. Fisher's classical randomization principles from 1935. It is the dominant causal inference tool in web product development, digital marketing, and experimentation platforms.	A randomized controlled trial (RCT) is the gold standard experimental design in clinical and health research, in which participants are randomly allocated to a treatment group or a control group so that the effect of an intervention can be measured with the highest possible degree of internal validity. The modern parallel-group RCT was formalized by Austin Bradford Hill and the Medical Research Council in their landmark streptomycin trial of 1948, and its reporting is governed today by the CONSORT 2010 guidelines (Schulz et al., 2010).