What is A/B testing?

A/B testing, also known as split testing or A/B/n testing, is a popular method in marketing and web development that involves comparing different versions of a web page, ad, or email. The aim is to identify the best possible version by analyzing user behavior.

Key elements of A/B testing:

• Create variations:
  The original version is referred to as “A”, while alternative versions are named as “B”, “C”, etc.
• Random user assignment:
  Users are randomly distributed across the various variants to avoid systematic distortions.
• Clear objectives:
  A/B testing is often aimed at improving conversion rates, such as clicks, signups, or sales.
• Measurement of results:
  The performance of the variants is assessed using relevant key figures, including click rate, conversion rate, turnover and qualitative data such as user feedback.
• Statistical significance:
  Results should be statistically significant to rule out random effects.
• Iterative process:
  Successful variants can become the new standard version; new tests are then carried out to achieve further improvements.
• Wide range of applications:
  A/B testing is suitable for website design, email marketing, advertising, app development, and product optimization.
• Ethics and data protection:
  Protecting user data and complying with ethical standards are fundamental requirements.

Recommended A/B testing tools:

• Google Optimize
• Optimizely
• VWO
• AB Tasty
• Convert

A/B testing is an essential tool for making data-driven decisions and sustainably optimizing the user experience.

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