A/B Testing (Split Testing)

Definition

A/B testing, also known as split testing, is the practice of comparing two versions of something to determine which one performs better. This can be compared to anything, from a landing page to an advertisement or email. Instead of changing everything at once, you tweak one element at a time. You first might want to try adjusting the headline, call-to-action (CTA), or image. This way, you can clearly see what is driving results and what is not.

Why It Matters

Guessing what your audience wants can be risky and expensive. A/B testing removes the uncertainty by showing you real user behaviour. With the data, you can adjust your copy, design, or user journey to make an improvement. Over time, the small improvements you’ve made will lead to better conversion rates, stronger engagement, and more efficient ad spend.

Example

Let’s say an e-commerce brand wants to grow its email list, so they create two different sign-up buttons to test. One of the buttons says “Sign Up Now,” while the other says “Get Exclusive Deals.” After running this test for a couple of weeks, it’s clear that the second version is doing better with 25% more clicks. As a result, the brand uses the winning option and sees conversions rise.

Additional Insights

The golden rule of A/B testing is to keep it simple and make one change at a time. Tests also need to run for a sufficient amount of time to gather reliable data. While many people start with headlines or CTAs, you can also test things such as pricing options, subject lines, or targeting strategies. When A/B testing becomes part of your wider optimisation process, you build a cycle of ongoing, measurable improvements.

Bottom Line

A/B testing is a powerful approach to optimising digital marketing, strongly driven by data. By testing and adjusting key elements, businesses can make informed decisions, increase engagement, and maximise conversions. Over time, a structured testing strategy will drive measurable improvements in ROI and ensure that campaigns effectively resonate with the target audience.