marketing
A/B Testing
Comparing two versions of something to see which performs better. The discipline of data-driven decisions.
Definition
A/B testing (split testing) runs two versions of a marketing element - headline, button color, email subject line, ad creative - against each other simultaneously to see which performs better. The discipline: change one variable at a time, run long enough to reach statistical significance, then implement the winner. Common mistake: calling winners too early. A test with 50 conversions is just noise; you typically need 300-500 conversions per variant for confidence.
In your business
- →Change one variable at a time - otherwise you can't isolate what worked
- →Wait for statistical significance - rule of thumb: 300+ conversions per variant
- →Test high-traffic, high-impact elements first - headline, CTA, hero image