In any scientific experiment, researchers typically divide their subjects into two groups:

1. Control Group

2. Test Group

The Control Group consists of subjects who are kept isolated and unchanged throughout the experiment, serving as a baseline for comparison. Similarly, in growth marketing, experiments are conducted on your target audience to optimize outcomes. This often involves running A/B tests with two groups:

1. Control

2. Variant

For instance, suppose you’re a mobile marketer planning to conduct an A/B test on push notifications for your audience. However, instead of testing the entire audience, it’s advisable to use a subset for the experiment to gauge the effectiveness of the variant. Therefore, a portion of the audience is designated as the control group and remains unaffected by any variations. Meanwhile, the variant group undergoes the A/B test to determine the most effective push notification strategy. Subsequently, the insights gained from this test are applied to optimize conversions for the control group.