A/B Testing, or split testing, is a method used in marketing and experimentation to compare two versions of a webpage, email, advertisement, or other content to determine which one performs better. In A/B testing, two variants, usually denoted as “A” and “B,” are shown to separate groups of users in order to measure their responses and identify which variant produces more desirable outcomes.
The purpose of A/B testing is to optimize and improve various elements of marketing materials, such as headlines, images, call-to-action buttons, layout, and copywriting, based on quantifiable data and user behavior. By systematically comparing different versions and analyzing the results, marketers can make informed decisions that lead to enhanced conversion rates, engagement, and overall campaign success.
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