What is A/B Testing?

A/B testing is a method of comparing two versions of an ad, ad copy, web page etc. against each other to determine which one performs better. A/B testing is essentially an experiment where two or more variants of ads, or landing pages, are shown to users at random, and statistical analysis is used to determine which variation performs better for a given conversion goal. 

Below are a few ways that running an A/B test will directly impact your campaign:

• It compares a variation against a current experience and lets you ask focused questions about changes to your ads and website, and then collects data about the impact of that change.

• Testing takes the guesswork out of optimisation and allows for data-informed decisions that shift business conversations from “we think” to “we know”. By measuring the impact that changes have on your metrics, you can ensure that every change produces positive results or at least learnings that can help you understand what and what not to go forward with.