AB testing, also known as split testing, is a method used in digital marketing to compare two versions of a web page, app, or other digital assets. Its purpose is to determine which version performs better in terms of achieving a specific goal, such as increased conversions, engagement, or user satisfaction.
Here’s how it works: Imagine you have a cake recipe and you’re uncertain whether to use butter or oil. You decide to conduct an AB test by baking two cakes—one with butter and one with oil—and giving them to separate groups of people to taste. By comparing their reactions, you can determine which version tastes better.
In digital marketing, AB testing is like trying out two different versions of something online, like a webpage or an ad. You make small changes to each version and show them to different groups of people. Then, you look at things like how many people click on it, how many buy something, or what people say about it. This helps you figure out which version works better, so you can make your online stuff even better.
AB testing helps marketers make smarter decisions by looking at what real users like and do online. By constantly trying out different things and making small improvements, businesses can make their online stuff work better and do a better job overall.