Definition

A method in marketing research where variables in a control scenario are changed and the ensuing alternate strategies tested, in order to improve the effectiveness of the final marketing strategy.


Information

AB testing starts with a control or initial marketing scenario. The control scenario ‘A’ is usually defined through several aspects (e.g. cost, color, texture, shape, fonts, etc). Changing one of these aspects create an alternative scenario ‘B’. Subsequently, the market response from ‘A’ will be compared to that of ‘B’. This process is repeated until all scenarios were tested, i.e. after coming up with all possible variations of ‘B’. Variables that consistently show an improved market response will then be incorporated unto ‘A’, thus enabling a marketing team to formulate the best marketing strategy possible.

see also: Digital Marketing Tools

Synonyms

split testing

Related Terms

view all terms in the Web Analytics glossary or all terms in the Digital Marketing glossary

Articles

The Ultimate Guide To A/B Testing
Smashing Magazine (June 24, 2010)

23 A/B testing ideas to optimize your landing page
Visual Website Optimizer