KB Glossary: A/B Tests

A/B Tests

Creating 2 versions of a digital asset to see which one users respond to better. Examples of assets include a landing page, display ad, marketing email, and social post. In an A/B test, half of your audience automatically receives “version A” and half receives “version B.” The performance of each version is based on conversion rate goals such as the percentage of people who click on a link, complete a form, or make a purchase.

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