This article will introduce A/B testing (or split testing) as the process of comparing two versions of a marketing asset—like a webpage, email, or ad—to determine which one performs better. It will provide a simple, easy-to-follow process:
- Form a hypothesis about what change might improve performance.
- Create a variation (Version B) based on the original (Version A).
- Run the test by showing each version to a segment of the audience.
- Analyze the results to see which version achieved the goal more effectively.
The guide will include practical examples of elements to test, such as email subject lines, landing page headlines, and the color or text of call-to-action buttons.