Strictly speaking, an A/B testing allows the test of two variable versions, an A/B/C test has 3 versions, etc.
A/B testing is used in digital marketing to test emails, web pages, web forms, ads, landing pages, product pages, etc
For instance, an A/B test can be used to test two subject lines for the same email by observing open and click rates.
A/B test can be used to compare two initial options with equal shares or a challenger option versus the original option. Many types of variables can be tested in digital marketing using A/B testing :
- colors of background
- texts for a validation button
- offers
- images
- trust seals
Web analytics solutions, paid search platforms and email service providers usually offer integrated A/B testing functions. There are also many paid or free specialized online tools and solutions.
A/B tests are relatively easy to implement, but the marketer has to make sure the observed difference is statically significant and the experiment has been led “all things being equal”.
Here’s a video of the A/B testing function embedded in Google Analytics.
Source: Digital Marketing Glossary
