What is A/B Testing?

A/B testing is a technique used to compare two versions of a website, advertisement, or any other marketing concern and determine which one performs the best. It’s nearly always done by presenting visitors with both versions and seeing which one generates more clicks or purchases. For example, if you’re about to launch a new email campaign and want to know which subject line will better promote it, A/B testing can help you figure out the answer!

The first step to A/B testing is coming up with the two versions you’d like to test. You can use copy, design, or even jellybeans (seriously!) as your variables – it doesn’t matter. Once you’ve selected your two versions, it’s time to show them to visitors and see which one generates more clicks or purchases! Whichever version gets more conversions wins and becomes the new standard for your site or campaign.

A/B testing has an error rate of 5%, so if you run tests on 100 people, there’s a 95% chance that the winner was actually better than the loser. However, if both versions are exactly equally good, A/B testing will still say they’re different just by chance. To avoid this, most people do multiple tests.

No matter how good your A/B testing is, it can be beneficial to take a look at your site from a user’s perspective – why might customers have an easier time with one version over the other?

Without feedback from actual customers, it’s impossible to know what works and what doesn’t. After all, you may think jellybeans are delicious candy that would make great buttons on a website, but if no one else does then maybe they’re not such a great idea after all!

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