A/B Testing Definition

A/B testing is a method that involves comparing the performance of two versions of something (for example, a page on a website). Sometimes called split testing or bucket testing, two versions of the subject are tested against each other with the goal of figuring out which performs better. Often only one variable of the product is tested at a time, for example, the background color of a webpage, a title heading, etc.

A/B Testing Example

A company decides to test which button on their website results in the most customers filling out their contact form.

The company has prepared two versions of the landing page where the button is. Landing Page A has the button at the top of the page.

Landing Page B is almost exactly the same as the first version, however, this time the button is at the bottom of the page.

The company sends an equal amount of web traffic to both landing pages, tracking the performance of each. After collecting enough data, the company can easily determine which version of the page (A or B) results in more people clicking the button and becoming a lead.

Why is A/B Testing Important in Strategic Marketing?

Strategy

A/B testing allows business owners to test which variables of a product produce the best results, allowing them to create a system which best suits their needs and that of their customers.

Continuous Improvement

Business owners can continuously improve their marketing strategies by A/B testing different landing pages, email templates, buttons placements, etc. By constantly improving their products with A/B testing, a business can continuously improve and ramp up their leads and sales.