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What is: A/B Testing

By May 14, 2018CRO, Glossary

It is also known as split testing.

It is a form of experiment between two versions of a landing page or web page to see which page performs or get conversions better.

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As the name suggests, two versions (A and B) are compared, which are identical except for one variation or more that might affect a user’s behavior. Version A can be the currently used version, while version B is modified of the version A. From an e-commerce website point of view, the purchase funnel is typically a good example for A/B testing, as even marginal improvements in drop-off rates can represent a significant gain in sales. Significant improvements can sometimes be seen through testing elements like layouts, copy text, images, and colors, but not always.