What does A/B testing in marketing refer to?

A/B testing in marketing specifically involves comparing the effectiveness of two versions of a webpage, product, or advertisement to determine which one performs better with the target audience. This method allows marketers to make data-driven decisions by assessing variables such as conversion rates, click-through rates, and user behavior between the two versions.

Utilizing A/B testing enables businesses to optimize their marketing efforts by identifying which elements resonate more with consumers. For example, a marketer might test different headlines, images, or call-to-action buttons to see which version leads to more sales or engagement. The empirical nature of A/B testing provides clear insights that can help refine strategies and improve overall marketing performance.