Marketing

What is A/B Testing?

Definition

A controlled experiment that compares two versions of a page, email, or ad to determine which performs better. Statistically significant A/B tests require enough traffic volume and a clear primary metric before declaring a winner.

Related Terms

Conversion RateMarketing

The percentage of visitors who complete a desired action, such as signing up, purchasing, or requesting a demo. Conversion rate optimization (CRO) uses testing and UX improvements to increase this number without additional traffic.

Marketing FunnelMarketing

A model that maps the stages a prospect moves through from initial awareness to purchase. Common frameworks include TOFU (top of funnel), MOFU (middle), and BOFU (bottom), each requiring different content and tactics.