What is A/B testing?
A/B testing (or split testing) is a method where you test two versions of a webpage, email, or ad to see which one performs better. By showing different versions (A and B) to different groups of users, you can measure which variation gets better results — whether that's clicks, sign-ups, or purchases.
How does A/B testing work?
You create two versions of something, like a landing page, and show each to a segment of your audience. The goal is to figure out what changes — such as headlines, images, or buttons—lead to better engagement or conversion rates. The key to successful A/B testing is focusing on one change at a time so you know exactly what’s improving performance.
Why is A/B testing important?
A/B testing helps take the guesswork out of digital marketing. Instead of assuming what will work best, you rely on real data to make decisions. Over time, running these tests helps you continuously optimize your marketing campaigns and website, leading to better results and more effective strategies.
When should you use A/B testing?
You can use A/B testing when launching a new feature, redesigning your website, or tweaking your marketing strategy. Anytime you want to see how a small change might affect performance, A/B testing is a great tool to have in your toolkit.