A/B Testing (Split Testing)
A/B testing is used in e-newsletters, email subject lines, social ads, calls-to-action, and landing page copy. A/B testing, also known as split testing, is when two versions of a landing page are shown to visitors to see which one performs better. The difference between them can be as minor as a button color or as major as a change in copy. The main reason to conduct A/B testing is to know which version—of a landing page, CTA, etc.—has the greater chance of giving you the results you’re looking for.
