A/B test

It's like the Hunger Games of marketing ideas: two versions enter, but only one can win. You put version A and version B of something—like a website, ad, or email—into the wild and see which one captivates the audience more. May the odds be ever in your favor!

An A/B test, also known as split testing, is an experimental approach in marketing used to compare two versions of a webpage, email, or other marketing assets to determine which one performs better. Participants in the test are randomly split into two groups, where one group receives version A (the control) and the other version B (the variant). The test tracks and analyzes user engagement metrics, such as click-through rates or conversion rates, to statistically assess which version yields superior results. Properly conducted A/B tests allow marketers to base decisions on data-driven insights rather than assumptions, optimizing their strategies for improved performance and ROI. It's an integral part of ongoing optimization efforts in digital marketing strategies.