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A/B Testing


In marketing, an A/B test entails displaying two different messages or creative concepts to equally sized portions of an audience, and monitoring which performs best.


An effective A/B test will include:

  • A control: An aspect that is the same between each test subject.
  • A variable: An aspect that is different between each test subject.


For example, an online ad may include the same copy, but test two different colors. Or, an email might promote the same offer, but include two different versions of phrasing, or different call to action copy.

Still Have a Questions About A/B Testing

Search or explore below to find answers to some of the most commons questions in digital marketing.

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Related FAQs

The best subject lines are short and to the point, accurately describing what’s in the email – but also catchy and intriguing, so the reader wants to know more. Once again, this is the perfect place for some A/B testing, to see which types of subject lines work best with your audience.

Conversion rate optimization (CRO) is the process of increasing the percentage of conversions from your digital property, typically a web page. CRO involves executing tactics to improve the elements on your site (or app) through testing. Relative to your marketing funnel, CRO focuses on moving prospects to the next stage.

Once again, the answer to this question differs from business to business. And once again, testing is the way to find out what works best. As a general rule, weekends and mornings seem to be the times when more emails are opened – but since your audience may have different habits, it’s best to experiment and then use your own data to decide.

Just like question #5, this one depends on your audience. The best way to find out what type of content converts most effectively for you is to test, tweak, and test again until you find the right fit.

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