A/B testing, mostly known as Split Testing, is a marketing method in which two versions of a web page or application are compared to evaluate which performs better. A and B are the two versions that are offered to consumers at random. A portion will be directed to the first version, while the rest will be directed to the second. According to specific predetermined characteristics such as conversion rate, a statistical analysis of the findings decides which version, A or B, performed better.
The test or subject line, graphics, call-to-action (CTA) forms and language, layouts, fonts and colors are all examples of elements that may be A/B tested on a page, app, ad, or email. One adjustment at a time will reveal which changes impacted users’ behavior and which did not. Updating the experience with the “winning” adjustments will improve the overall user experience, optimizing it for success.