A/B Testing
\ˈā\ \ˈbē\ \ˈtes-tiŋ\A/B testing allows marketers to compare two versions of a message (or other asset) to assess which variant performs best.
“Using A/B testing, we were able to determine that our World Emoji Day push notification got higher conversions when it included an emoji in the text—who knew?”
A/B Testing
\ˈā\ \ˈbē\ \ˈtes-tiŋ\TL;DR
A/B testing allows marketers to compare two versions of a message (or other asset) to assess which variant performs best.
Used in a sentence
“Using A/B testing, we were able to determine that our World Emoji Day push notification got higher conversions when it included an emoji in the text—who knew?”
Definition
A/B testing is a type of testing that makes it possible to test one variable within a given customer message, app, or website, among other assets. This kind of testing is often contrasted with multivariate testing, which allows you to test more than two message variants.
A/B testing can be used by marketers to determine which version of a push notification, email, or other customer message will drive the most conversions or other engagement metric. For instance, you might compare two email message variants to see which version of the subject line performs best.
Usage
A/B testing might seem like an esoteric term, but as more and more marketing has moved into the digital realm, the phrase has become more widely used and understood, making it less likely that you’ll bewilder marketers by using it.
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