A/B Testing
Definition
A/B Testing (also called "split testing") is a controlled experiment in which two versions of a marketing element — such as an advertisement, a landing page, an email subject line, or a social media post — are shown to different segments of an audience simultaneously to determine which version performs better. The key principle of A/B testing is that only one variable is changed between the two versions, so that any difference in performance can be attributed to that specific change. A/B testing is a fundamental tool for data-driven marketing optimization.
Contextual Usage
The digital marketing manager proposes an experiment to the creative team: "I want to run an A/B test on the new product launch email. Version A will use the lifestyle photography as the hero image, and Version B will use the product-only shot on a white background. Everything else — the subject line, the copy, the CTA — will be identical. We'll send each version to 10% of our list and then send the winner to the remaining 80%."
About this section
Brand and marketing strategy is the intellectual and creative foundation upon which all marketing activity is built. A strong brand strategy defines who the brand is, what it stands for, who it speaks...
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