A/B testing, also known as split testing, is a powerful technique in optimising a digital marketing campaign.
It involves creating two or more variations of a landing page, webpage, ad, or email and testing them against each other to determine which performs better. A/B testing allows businesses to make data-driven decisions by comparing the performance of different variations.
By testing different elements, such as;
- Headlines
- Call-to-action buttons
- Colours
- Layouts
Businesses can identify the most effective combination for their target audience.
A/B testing can also help businesses understand their audience preferences and behaviour. By analysing the data from different variations, businesses can gain insights into what resonates with their audience and make informed decisions for future optimisations.