Also: multivariate testing or split testing
An A/B test is a test method to measure the effectiveness of two possibilities. It is used, among other things, in websites and advertisements. The users or recipients are divided into two equal groups, each of which is shown its own variation.
By measuring the effectiveness of both groups (for example the conversion rate) and comparing it, it can be determined which concept can best be used. More information about the use and effectiveness of different variants can be obtained using event tracking.
In addition to websites, A/B testing is also widely used for newsletters and other forms of direct marketing.
Frequently asked questions
Learn more about A/B testing? Five common questions.