A/B Testing

A/B testing is an essential component of a data-driven marketing strategy. A/B testing is used to evaluate the effectiveness of variables in a marketing campaign, including website design, website copy, and the overall visitor experience. Variables in an A/B test include email subject lines, button color changes, headlines, calls-to-action (CTAs), and banner ads.

In a typical A/B test, two versions of a campaign or web page will be tested with the goal of evaluating which variable increases conversion rates. Each variation of the A/B test is typically shown to comparable audience sizes over a similar time period. By measuring consumers’ response to little variations in a design or messaging, marketers can drive and convert more web traffic in the long run.