Social impact organizations face growing pressure to learn and improve their programs with limited resources. A/B testing offers a rigorous and practical tool to test program adaptations aimed at improving cost-effectiveness. This brief provides a step-by-step guide for digital-first organizations seeking to embed A/B testing into their Monitoring, Evaluation, and Learning (MEL) system. Drawing on Innovations for Poverty Action’s Right-Fit Evidence (RFE) Unit advisory experience and a growing body of evidence from the social sector, it introduces the Learning Roadmap for A/B Testing, a structured four-step process for developing the organizational capabilities, technological infrastructure, and learning culture needed to test, learn, and improve continuously.

The guide has been published on the What Works Hub for Global Education (WWHGE) website here.