What is an A/B Testing?
Comparing two versions to see which performs better.
Understanding A/B Testing
A/B testing (also called split testing) is a method of comparing two versions of something—a webpage, ad, email, or any marketing asset—to determine which performs better. Users are randomly assigned to version A or B, and performance is measured based on a defined metric.
Proper A/B testing requires statistical significance and controlled variables—change only one element at a time so you know what caused any performance difference. Common things to test include headlines, calls-to-action, images, copy length, form fields, and pricing. The key is testing things that matter—focus on high-traffic pages and elements that could significantly impact conversion rates rather than minor cosmetic changes.
Frequently Asked Questions
What is an A/B Testing?
Comparing two versions to see which performs better.
A/B testing (also called split testing) is a method of comparing two versions of something—a webpage, ad, email, or any marketing asset—to determine which performs better. Users are randomly assigned to version A or B, and performance is measured based on a defined metric.
Why is A/B Testing important?
A/B testing removes guesswork from optimization by providing statistically valid answers about what actually works. Small improvements compound—a series of 10% conversion rate improvements across multiple pages can double overall performance. A/B testing also prevents HiPPO (Highest Paid Person's Opinion) decision-making, replacing assumptions with data about what your actual audience responds to.