A/B Testing Definition

ab testing definition

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:

For example:

Samsung wants to optimize the headlines used in their email marketing.

They send two emails:

  1. Version A: sent with an emotional headline
  2. 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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