E-Commerce Dictionary
A/B Testing
Definition
Comparing two versions of a webpage or app against each other to determine which one performs better.
Deep Dive
A/B testing, also known as split testing, is a method of comparing two versions of a webpage, app, or marketing asset to determine which one performs better. It involves showing one version (A) to one segment of an audience and the other version (B) to another comparable segment, then measuring the performance of each based on a specific metric, such as conversion rates, click-through rates, or engagement. The goal is to identify the changes that lead to improved user experience and business outcomes.
Examples & Use Cases
- 1Testing two different headlines on a landing page to see which generates more sign-ups
- 2Comparing two versions of an email subject line to determine which has a higher open rate
- 3Experimenting with the color and text of a "Buy Now" button on a product page
Related Terms
Split TestingMultivariate TestingConversion Rate Optimization (CRO)