A/B Testing
- Compare two versions (an original and a variation) with separate user groups to see which performs better.
- Commonly used in digital marketing and e-commerce to improve outcomes like conversions or sales.
- Measure each group’s performance and compare results to identify the more effective variation.
Definition
Section titled “Definition”A/B testing is a method of testing two versions of a product or service to determine which one performs better.
Explanation
Section titled “Explanation”In an A/B test, one group of users (the control group) is exposed to the original version of the product or service, while another group (the treatment group) is exposed to the variation. The performance of each group is then compared to determine which version is more effective. This approach is commonly used in digital marketing to evaluate variations of a website, email, or advertisement against specific goals such as increasing website traffic or conversion rates.
Examples
Section titled “Examples”Email newsletter sign-up page
Section titled “Email newsletter sign-up page”A company may want to increase the number of users who sign up for their email newsletter. They could conduct an A/B test by sending two versions of the sign-up page to different groups of users. One version may have a more prominent call-to-action button, while the other version may have a more compelling offer. The company would then compare the conversion rates for each version to determine which one was more effective in driving sign-ups.
E-commerce product descriptions
Section titled “E-commerce product descriptions”A company may want to increase the number of products sold on their website. They could conduct an A/B test by showing different product descriptions to different groups of users. One group may see a product description with detailed technical specifications, while another group may see a product description that emphasizes the benefits and features of the product. The company would then compare the number of products sold to each group to determine which product description was more effective in driving sales.
Use cases
Section titled “Use cases”- Digital marketing (websites, emails, advertisements)
- Increasing conversion rates (e.g., sign-ups)
- E-commerce (optimizing product descriptions to increase sales)
Related terms
Section titled “Related terms”- Control group
- Treatment group
- Conversion rate
- Call-to-action