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.
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.
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