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.
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.
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.