A/B testing is a strategy optimization method in which two different variations of an app, headline, ad, or any other type of content are tested against one another. Both versions are released simultaneously to two randomly-selected audiences to see which version performs better. This technique is also referred to as “bucket testing” or “split testing.” 

When Would You Use A/B Testing? 

A/B testing can be used for just about any digital marketing effort, including:

  • Web design
  • Sales emails
  • Search ads
  • Social media advertising
  • App design
  • Website copy

You can use A/B testing to experiment with any number of variables. You might compare headlines, color schemes, text, call to action, images, or countless other considerations. No matter how you use it, A/B testing always presents an opportunity to optimize your digital marketing strategy and align your brand with the messages your buyers respond to.

What are the Benefits of A/B Testing?

At face value, A/B testing is a great way to answer one simple question: Which of these two options should we choose? 

However, the benefits of a side-by-side comparison go well beyond that. Every time you learn something new about buyer preferences, you gain additional insight to help you refine your approach overall. 

To put it in the simplest terms possible, it’s similar to the technique your eye doctor uses to get your prescription exactly right. You tell the doctor which looks better—A or B—and then they take the preferred option and test it against another view. The process continues until they determine which prescription is the absolute best for you.

That’s A/B testing, and the more you experiment, the better you are at giving buyers what they want.