What is A/B Testing?
A/B Testing definition: A/B testing is the process of testing an audience’s reaction to two variations of the same piece of marketing material.
A/B testing looks to collect data on these reactions to understand the impact it has on the audience, and how a brand can use it to move closer to their goals.
The “reactions” are typically behavior- or conversion-based metrics and can be used in:
- Advertising
- Content marketing
- Email marketing
- Product development
- User experience testing
For example:
Samsung wants to optimize the headlines used in their email marketing.
They send two emails:
- Version A: sent with an emotional headline
- Version B: sent with a statistical headline
The version with the highest open rates would be the “winner”, and the data collected would help them to identify what drives their audience to open emails.
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Concept related to A/B Testing
Additional resources about A/B Testing
- A Beginner’s Guide To AB Testing
- A Refresher on A/B Testing
- What is A/B Testing? (Explained in 1 Minute) [Video]
