What is AB testing?

AB testing is a method of comparing two identical or nearly identical things, such as two different website layouts or a promotional deal in a group of customers. When you conduct an A/B test, the goal is to evaluate the effects on conversion rates.

An A/B test can be run in any number of different ways. The most common type of A/B test is when participants are randomly assigned to either one or the other version.

This type of A/B test is often referred to as a “split-test.”

Most eCommerce marketers use A/B testing methodology in their landing pages, customer emails, product pricing.