In marketing, A/B testing (also known as split testing) compares two variations of a creative asset, such as an email, advertisement, or website, to see which one performs better.
For example, say you have a banner ad campaign promoting a product and want to know if changing the call to action would make a difference in the click rate. You could serve the original banner creative asset to a randomly selected group of users (the control group) and a slightly modified version with a different call to action to another randomly selected group (the test group). You would then measure the click-through rates of both groups and see which one had a higher conversion rate.
Improved conversion rates: A/B testing helps you identify which variation of a marketing asset leads to better results. By making changes based on the test results, you can increase the conversion rate, which means more people are taking the desired action (e.g., making a purchase or signing up for a newsletter).
Better insights into your audience: A/B testing can reveal how your audience responds to different messaging or design elements. This information can help refine your marketing strategy and better understand your target audience.
Cost-effective: A/B testing is often less expensive than other forms of market research, and it can provide actionable insights quickly. This means you can iterate and improve your marketing strategy more efficiently.