A/B testing, also known as split testing, is a systematic experimentation method employed to assess the performance of two different variations, typically labeled as A and B, with the aim of identifying the more effective option based on data-driven insights.
Digital marketing teams use A/B testing on their website, in a marketing email or in digital ads. Seeing the results enables them to make informed decisions about which variation yields superior outcomes so they can fine-tune elements of their online presence to enhance user experience, conversion rates, and overall performance.
