What is the purpose of A/B testing in marketing?

A/B testing in marketing is a method used to compare two versions of content—this could be website designs, emails, advertisements, or any other type of marketing materials—to evaluate which one performs better in achieving a specific goal. The process involves dividing an audience into two groups, where one group is exposed to version A and the other to version B. By analyzing the performance data, marketers can determine which variant drives higher engagement, conversions, or any other desired outcome.

This technique is essential for making data-driven decisions, allowing marketers to optimize their strategies based on concrete evidence rather than assumptions. The focus on performance comparison is what fundamentally distinguishes A/B testing in marketing from other methods of assessing customer feedback or budget effectiveness.