Also known as split testing, it is a method used in online technology, particularly in marketing and sales, to compare two versions of a webpage, email, or other digital content to determine which version performs better regarding user engagement, conversions, or other relevant metrics. In A/B testing:
- Version A (the control) is the original content or design.
- Version B (the variant) is a modified version of A, with one or more changes.
- Users are randomly divided into two groups, one exposed to Version A and the other to Version B.
- The performance of both versions is measured, typically by tracking user actions like clicks, conversions, or engagement.
- The results are analyzed to determine which version is more effective, and that version is then used for further optimization or deployment.
A/B testing is a valuable tool in optimizing online experiences and marketing strategies, as it allows businesses to make data-driven decisions to improve their online presence and achieve their sales and marketing goals.