What is A/B Testing?

A/B Testing- also known as split testing, is a method of comparing two versions of a web page or mobile app against each other to determine which one performs better. This technique involves randomly dividing visitors into groups and presenting them with different variations of the same content. The goal is to identify which version produces the highest conversion rates and user engagement, based on specific metrics such as click-through rates, bounce rates, sign-ups or purchases.

By conducting A/B tests, organizations can obtain valuable insights into customer behavior and preferences, optimize their marketing strategies and improve overall website performance. It allows businesses to make data-driven decisions rather than relying on assumptions or guesswork.

One example of an A/B test could be changing the color of a call-to-action button from green to red on a landing page for an e-commerce site. The results might show that more customers clicked on the red button and completed their purchase compared to those who saw the green button. Based on this information, the company can implement the winning variation across all its web pages and potentially increase revenue.