A/B Testing

Definition of A/B Testing

A method of comparing two versions of a webpage or app against each other to determine which one performs better.

Explanation of A/B Testing

A/B testing is a method used in marketing and user experience research to compare two versions of a webpage, email, or other content to determine which one performs better. It involves randomly dividing the audience into two groups. One group sees version A, while the other group sees version B. By measuring the performance of both versions, such as click-through rates, conversion rates, or other metrics, researchers can identify which version is more effective. This process helps optimize design elements, content, and strategies by providing data-driven insights. A/B testing is essential for making informed decisions and improving the overall effectiveness of marketing campaigns and user experiences. It allows companies to test hypotheses and refine their approaches incrementally, ultimately leading to better engagement and higher conversion rates.

This dictionary entry was written by

Per-Gulbrand Peter Braathen

With a foundation in doctoral-level research, Per-Gulbrand Peter Braathen is a seasoned expert in the areas of marketing, branding and communication. His proficiency extends to marketing management, branding and communication strategy. Braathen's experience is underscored by his rich background from various industries, including entertainment. A distinguished alumnus of the USC Marshall School of Business, Braathen boasts a Master of Science in Marketing, complemented by a Graduate Certificate in the Business of Entertainment from the USC School of Cinematic Arts as well as two undergraduate Bachelor degrees from the esteemed University of Southern California.