A/B Testing

What is A/B Testing?

A/B testing splits traffic between control and variant (headline, image, layout) to measure impact with statistical rigor.

Example: Half of users see blue CTA, half see green; after 2 weeks and enough conversions, green wins with 95% confidence.

Why A/B Testing matters

A/B testing matters because opinions and “best practices” often fail on your real audience and stack. It turns disagreements into measured outcomes so you ship changes that improve conversion, revenue, or engagement—not just what stakeholders prefer.

How A/B Testing works in digital marketing

Test one primary change at a time, run until powered, and document learnings in a playbook.