Iterative A/B Testing Toolkit

Organisations need fast, affordable ways to optimise programme cost-effectiveness on the path to scale. Iterative A/B testing is emerging as a practical, low-cost method for social and public sector organisations to learn, adapt and improve rigorously.

Youth Impact has been running A/B tests for nearly a decade, and this toolkit codifies what they have learned: it explains how to get started, outlines best practices, and shares tools and tips developed through years of field-based testing.

The primary audience for this toolkit is anyone in the social or public sectors – NGOs, philanthropists, bilaterals, multilaterals, and regional or national governments – looking to integrate A/B testing into their M&E systems. These tools and guidance can be adapted to a user’s specific context. While Youth Impact’s experience centres on optimising youth education programs, the toolkit applies broadly to any organisation seeking to develop iterative learning systems.