What is A/B Testing? The Complete Guide

Our ultimate guide on A/B testing, where you'll master the essentials and elevate your skills to pro level. Begin your journey by grasping the fundamentals, and then delve into advanced strategies that will empower you to optimize and enhance your digital experiments with confidence and precision.

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What is A/B testing?Why is A/B testing important?How does A/B testing work?Different types of A/B testingWhen to use A/B testingA/B testing in marketingWhat can I A/B test?Choosing a statistical approachCombining A/B testing with digital experience analyticsGetting started with A/B testingA/B testing toolsBest practices for A/B testingThe impact of A/B testing on SEOCommon mistakesFAQs

FAQs

Check out the A/B testing FAQs if you’re short on time or are looking for a quick cheat sheet on A/B testing.

What is A/B testing?

A/B testing is a common method for determining how your digital elements perform with your users. It involves testing element A against element B with two different sets of users and comparing the results.

How to split traffic for A/B testing?

If you have two variations that are being tested, you can split the traffic 50/50 or assign a different percentage, like 60/40 or 70/30 (any combination), if you don’t want each variation to be equally weighted. The unequal split is typically chosen when you believe you are testing an inferior variant and don’t want to incur the higher costs typically associated with an equal split. Or, if you’re testing whether to raise pricing, you may only want to show the higher pricing to fewer users.

What is A/B testing in marketing?

Marketers use A/B testing to improve the performance of digital assets and create a better user experience. The data derived from A/B testing can also be valuable in demonstrating which marketing efforts are working—and which are not.