What does A/B testing compare?

A/B testing is a method used to compare two versions of a marketing asset, such as an ad, email, landing page, or website design, to determine which one performs better in terms of a specific goal, such as conversion rates, click-through rates, or engagement levels.

In practice, this means that a sample audience is divided into two groups: one group is exposed to the original version of the marketing asset (often referred to as the "A" version), while the other group interacts with the modified version (the "B" version). By analyzing the responses from both groups, marketers can gather data that indicates which version resonates more effectively with the target audience.

This approach allows for a clear, data-driven decision on which version should be used moving forward, making it an essential tool for optimizing marketing strategies. In contrast, comparing advertising budgets, demographics, or entire websites would not provide the focused, actionable insights that A/B testing is designed to deliver, which is why those choices do not apply in this context.