A/B Testing definition: A/B testing is the process of testing an audience’s reaction to two variations of the same piece of marketing material.
A/B testing looks to collect data on these reactions to understand the impact it has on the audience, and how a brand can use it to move closer to their goals.
The “reactions” are typically behavior- or conversion-based metrics and can be used in:
For example:
Samsung wants to optimize the headlines used in their email marketing.
They send two emails:
The version with the highest open rates would be the “winner”, and the data collected would help them to identify what drives their audience to open emails.