What is A/B Testing?

A/B Testing, also called bucket or split testing, is the process of comparing two different variations of a webpage, email, app, or ad to analyse which performs better. It tests the control version ‘A’ against the variation version ‘B’ to determine which your target audience resonates with most. You have a plethora of options to test, including layouts, website/app designs, email subject lines, ads, text, CTA buttons, and more. 

Example of A/B Testing  

A grocery website wants to increase the number of orders through its homepage. Their A/B test versions are: 

• Version A (Control): “Buy Fresh Fruits” CTA button in green placed in the middle. 
• Version B (Variant): “Shop Fresh Fruits Now” CTA button in orange placed at the end. 

Half of the users see Version A, and the other half see Version B. The website then tracks key metrics, such as conversions and click-through rate.

If Version B gets more orders and clicks, it means the new CTA performs better. It further helps the business optimize its grocery website to achieve higher sales.

Benefits of A/B Testing

• Important metrics such as click-through rates, conversion rates, and time spent are measured.  
• Helps in campaign management.
• Helps marketers to make data-driven decisions.