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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.
