Knowledge base glossary

What is A/B testing? A short definition.

1 minute reading time

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.

Profielfoto Freek Kampen

By Freek Kampen

Data & Analytics specialist and co-owner of New North Digital. With a background in online advertising, I solve tracking and data issues for entrepreneurs and agencies.

Looking for more answers?

Check out our knowledge base for more terms like A/B testing. Level up your knowledge with our articles on core concepts in web analytics.

Continue learning
Compare list
Get help

Send us a message