A/B Tests

A/B testing or split testing is a method of comparing two versions of a webpage, ad, email, or other marketing asset to determine which performs better. By splitting traffic into groups and measuring outcomes, marketers can make data-driven decisions that improve conversion rates, click-through rates, and engagement. Conducting regular A/B testing in marketing provides tangible evidence of what resonates with audiences, making it a cornerstone of optimization strategies across digital marketing channels.
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How to Do A/B Testing?

To run an A/B test, start with a clear hypothesis and choose a single element to test, such as a headline, button color, or image. Divide your audience into two groups: one sees the original version (A) and the other sees the variation (B). Measure performance metrics like click-throughs or conversions to identify the winning option.
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What Can You Do A/B Tests On In Marketing?

Marketers use A/B testing across channels to refine performance. Examples include:

• Testing different landing page environments with varying headings and CTAs
• Email subject lines or send times
• Trying different visuals or captions on social media posts