Article

A/B Testing – An Intro to Split Testing

August 15, 2023

What is A/B testing? A/B testing is a method for measuring the performance of two versions of a web page, app or marketing initiatives. Click to learn more.

What is A/B testing? A/B testing is a method for measuring the performance of two versions of a web page, app or marketing initiatives. Click to learn more.

What is “A/B Testing” and when is the method deployed?

A/B Testing is a simple yet powerful measurement methodology that is generally used to evaluate user experience and/or marketing engagement. A/B testing is limited to testing two variations, but subsequent testing rounds can rule out a large number of possible versions and gradually lead to the best approach.

Why A/B Test?

There are many small details that may have a significant impact on the marketing performance of a website or an email, including text size or font, image positioning, headline style, button colors, etc. One can never be sure about what would work better against another choice until an A/B test is conducted.

A/B Testing Examples

An example would be to present site visitors with two similar versions of a website or element and then measure the click rates on each of the iterations. The same concept would work in email design, user interface design, and various marketing assets where performance and engagement are pivotal.

Methodologies

There are many tools that can help measure AB testing performance.  For starters, you can rely on platforms like Google Analytics and measure the key metrics.  But, there are many platforms available to help deploy AB tests as well as understand the performance metrics.

Platform Considerations

There are other platforms that support A/B testing, allowing marketing teams and conversion rate experts to provide feedback to the development team:

Takeaways

The bigger the testing group, the safer the deductions that can be drawn. The same process can be repeated multiple times, helping the marketing and development teams perfect software releases and strategies.

About the author

author photo: Tamas Cser

Tamas Cser

FOUNDER & CTO

Tamas Cser is the founder, CTO, and Chief Evangelist at Functionize, the leading provider of AI-powered test automation. With over 15 years in the software industry, he launched Functionize after experiencing the painstaking bottlenecks with software testing at his previous consulting company. Tamas is a former child violin prodigy turned AI-powered software testing guru. He grew up under a communist regime in Hungary, and after studying the violin at the University for Music and Performing Arts in Vienna, toured the world playing violin. He was bitten by the tech bug and decided to shift his talents to coding, eventually starting a consulting company before Functionize. Tamas and his family live in the San Francisco Bay Area.

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