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A/B Testing

What is A/B testing?

A/B testing is a method that is used to test different marketing campaigns or product alternatives. In A/B testing, a control group is asked to select one of two products or advertisements that they would be most likely to respond to. From the results of A/B tests, marketing teams can often determine which campaign approach will be more successful, or which product a target consumer would be most likely to purchase.

What are the benefits of A/B testing?

A/B testing can give marketing teams a greater idea of what type of campaign or product will have a better impact on the market. For example, A/B testing may include two designs of home pages for a website, one which has more text and one with more images. This can be used to determine which form of information users best respond to. This can also differ in different target groups. While A/B testing can be useful in determining which campaign should be used, there are other factors that can influence conversion rates and A/B testing should be carried out with this in mind.

How to perform A/B testing

Before A/B testing begins, two advertisement documents are composed or product designs are created. This could be a promotional poster or a website design. Then the measuring criteria are set for the A/B testing. This can be a type of conversion, such as signing up for a free trial or purchasing a product. This should also be measured within a specified time frame. Ultimately, A/B testing should be used to optimize a marketing campaign to help ensure that it drives conversion rates. A/B Testing should fulfill the same criteria as many other user experience tests, which is to help teams acknowledge strengths and highlight issues that could affect conversion rates.

Related terms

• Focus Groups
• Card Sorting
• End User

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