What is A/B Testing

Uses

Glossary

A/B Testing is a vital part of various campaigns that help determine the best way of action. Also known as split or bucket testing, this method is a type of testing or experiment that divides the participants into two groups. Group A - the control group that is provided with content to consume. Group b is the challenger group. The content it receives is identical to the one that was provided to group A but with one element that is different. After the testing, the results are compared to choose the next course of action.

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A/B Testing Types

As this testing is usually part of the marketing campaigns and strategies, the provided content is always related to specific pieces of media like ads and various campaigns. IIT is performed as one of the 3 main types:

Split testing. The most common type. There is only one change on the single content page (an email, a web page, or an ad).
Multi-optional testing. There are more than just 2 options, usually about 10. Several changes are made, as well as several combinations of the change and tests on the audience to find the best combination.
Multi-page testing. One element is displayed on different pages (usually a button) to discover the best placement.

What is A/B Testing

A/B Testing Types

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