What is A/B testing?
A/B testing is a method of experimentation used by marketers to compare two versions of a variable such as a web page, email, or digital ad, and then determine which version performs best and, more importantly, why.
By running A/B tests, marketers can evaluate the impact of changes made to content and audience targeting through metrics such as reach, engagement, click-through rate, and conversion.
The two versions are referred to as ‘A’ (control version) and ‘B’ (experimental version). Through this method of experimentation, marketers are able to continually improve results by determining which version performs the best and why, and applying those learnings to future campaigns.