A/B testing is comparing two or more versions of a web page, email campaign or push notification etc. and weighing outcomes to determine which performed better. When it comes to comparing email campaigns, it is common to measure effectiveness based on opens or clicks; however, many marketers are shifting towards testing based on downstream analysis to identify campaigns and specific treatments that lead to increased revenue, purchase frequency, and customer lifetime value.
Conducting an A/B test means splitting traffic between two different web page variations and understanding which version produces better results. In most A/B tests, marketers aim to optimize the click-through rate of some element on the page or a short-term goal that’s easy to measure.