A/B Testing

Home Glossary Item A/B Testing
« Back to Glossary Index

A/B Testing, also known as split testing or bucket testing, is a widely used practice in digital marketing, user experience design, and product development, aimed at improving and optimizing a product, feature, or marketing campaign. It involves conducting a controlled experiment with two versions, A and B, which are identical except for one variation that can affect a user’s behavior. The goal of A/B testing is to identify changes that can improve a particular outcome or metric.


In an A/B test, version A, or the control, is the currently used version, while version B, or the variant, features the change being tested. Users are split randomly into two groups: one interacts with version A and the other with version B. Metrics like clicks, form submissions, or time spent on the page are then collected and analyzed to determine which version performed better based on predefined objectives. This kind of experiment provides real-world data and insights about the user’s behavior and preferences.

The essence of A/B testing is to minimize the guesswork in need-based changes and updates associated with a product or a web page. It enables technology and marketing teams to make data-driven decisions and can be applied to anything from website copy, marketing emails, app interfaces, call-to-actions, or advertising campaigns. Despite its simplicity, A/B testing can generate powerful insights and lead to significant improvements in conversion rates and overall user engagement.

« Back to Glossary Index