A/B Testing

A/B testing is a form of marketing experimentation used by marketers to improve conversion rates. The audience is separated into two groups and each is shown variations on a marketing campaign to determine which performs better in this type of testing.

Marketers can more accurately understand the impact of small, measurable changes made to a website or design of an application and collect important data about those changes by using A/B testing. Therefore, any updates will be based on the data of real audience, instead of best guesses about what might work well.

One version of a segment of marketing content is given to group A when A/B testing software is used. The same content with one aspect changed is shown to Group B, which is the challenger group. Then the results will be analyzed by tester to see which has a higher conversion rate. It is also known as split or bucket testing.

Split testing, Multivariate testing and Multi-page testing are three types of A/B Testing which is typically conducted on audience-focused pieces of marketing content, like emails, website pages, or paid ads.

Insight into a target audience, lower website bounce rate, more accurate budgeting and data-driven understanding are some of the benefits of A/B testing that can ultimately save money and drive an increased conversion rate.