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A/B testing

A/B testing is a tool used to improve the conversion rate of an online store. It involves preparing two versions of a page, each with a different design and modified in different ways, to see which is more effective. One of these versions is shown to one group of visitors and the other to the other. The result is then evaluated according to the intended goal, i.e. the conversion rate. This can be, for example, the filling in of a form or the actual purchase of products. They can be measured using various tools, such as Google Analytics.

 

A/B testing, also known as split testing, is a method of comparing two versions of a web page, email, or other digital content to determine which one performs better. By randomly dividing website visitors or email recipients into two groups, A/B testing allows marketers to test the effectiveness of different design elements, such as headlines, images, and calls-to-action.

Key terms:

  • Split testing: A method of comparing two versions of a digital content to determine which one performs better.
  • Conversion rate: The percentage of users who complete a desired action, such as making a purchase or filling out a form.
  • Control group: The group of users who are not exposed to the new version of the content, used as a baseline for comparison.
  • Treatment group: The group of users who are exposed to the new version of the content.

Example: A marketer wants to test whether a new headline will improve the conversion rate of their website. They create two versions of the homepage: Version A with the old headline and Version B with the new headline. By randomly dividing website visitors into two groups, they can compare the performance of each version and determine which one performs better.

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