Each customer’s journey in the A/B split is unique. For example, setting a 50/50 split does not mean customers are evenly distributed among the two groups. Instead, each customer has a 50% chance of falling into either group. As a result, your overall customer split may lean towards ratios like 43/57 or 52/48.

If you set your A/B testing with a 75/25 distribution, for example, it is likely that the first few customers will follow the 75% path. Keep in mind that each instance operates independently, and as the volume of customers increases, the distribution will not follow a strict 75/25 split.