What is A/B Testing?
A/B testing, also known as split testing, is a marketing experiment where you split your audience to test variations of a campaign and determine which performs better. In other words, you show version A to half of your audience and version B to the other half.
Why A/B Testing Matters
A/B testing removes the guesswork from optimization and enables data-driven decisions. Instead of relying on hunches about what might work, you can test hypotheses and see real results.
Common Elements to Test
- Headlines: Test different value propositions or emotional appeals
- Call-to-action buttons: Color, text, size, and placement
- Images: Product photos vs. lifestyle images
- Form length: Fewer fields vs. more detailed forms
- Pricing display: Monthly vs. annual pricing presentation
Best Practices
Test one variable at a time to isolate what’s causing the difference in performance. Run tests long enough to achieve statistical significance, typically requiring at least 100 conversions per variation.