An A/B testing framework is the methodology you follow to make sure experiments are run properly and results can be trusted. It starts with defining a clear hypothesis (e.g., “simplifying the checkout page will increase completed purchases”), setting goals, and ensuring fair traffic randomization.

For example, a SaaS company might standardize every test: document the idea, define metrics, run the test long enough, and then log the results for future reference. This reduces bias, avoids premature conclusions, and builds a repeatable process. A strong framework not only boosts confidence in results but also helps scale testing across teams.