What does A/B testing involve?

A/B testing is a crucial method used in marketing and user experience design to optimize content and improve performance. It involves comparing two different versions of a marketing asset—such as a webpage, advertisement, or email campaign—to determine which one yields better results. This is typically achieved by randomly dividing the audience into two groups, where one group is exposed to version A and the other to version B. By measuring and analyzing the performance metrics, such as click-through rates or conversions, marketers can conclude which version is more effective based on actual user behavior.

This approach allows organizations to make data-driven decisions instead of relying solely on assumptions or intuition. By identifying the version that performs better, businesses can enhance their marketing strategies and improve user engagement, ultimately leading to increased sales and a better return on investment.