Definition
A/B testing, also known as split testing, is a method of comparing two versions of a web page, app, or marketing campaign to determine which one performs better in achieving a specific goal, such as conversion rates or user engagement. In this process, one version (the control) is presented alongside a modified version (the variant) to different segments of users.
Function
The main function of A/B testing is to collect data that informs decisions about design and content changes. By analyzing user behavior in response to the different versions, marketers and designers can assess the effectiveness of their strategies, optimize user experiences, and ultimately enhance performance metrics based on empirical evidence rather than assumptions.
Related Terms
- User Interface: The design of the interface through which users interact with a website or application, essential for A/B testing variations.
- Web Analytics: The measurement, collection, analysis, and reporting of web data that helps in evaluating A/B testing outcomes.
- Landing Page: A specific webpage created for marketing or advertising campaigns, often tested in A/B testing to optimize conversions.
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Reading Suggestions
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