A/B Test Library

What is A/B Testing?

A/B testing, sometimes called split testing, is a method used by companies to compare two or more versions of a webpage, email, or other piece of content to see which one performs better. In essence, it's like a scientific experiment for your product or marketing campaign.

Here’s how it works. Let’s say you want to improve the conversion rate of a landing page on your website. You craft two different versions of the page, version A and version B, each differing in one particular way. This difference could be in the headline, the images used, the color scheme, or even the positioning of a sign-up button.

Then, you split your website traffic between the two versions, sending half of your visitors to version A and the other half to version B. By monitoring the actions of the visitors on each version of the page, you can determine which one drives more conversions or achieves your desired outcome more effectively.

Now, despite the name, A/B testing isn't limited to just two versions. You could have an A/B/C test, an A/B/C/D test, and so on. The key is that each version changes one specific element, allowing you to isolate the effect of that change.

So why do companies use A/B testing? It's all about making informed decisions based on real user data, rather than relying on guesswork or assumptions. A/B testing can help businesses improve their user experience, increase conversion rates, and ultimately, achieve their goals more effectively.

But it's important to remember that A/B testing is not just a one-and-done process. It's an ongoing commitment to learning, iterating, and improving. And while it can provide powerful insights, it's just one of many tools in a company's toolkit for understanding and serving their customers better.