A/B testing
Also called: multivariate testing or split testing
An A/B test is a testing method on measuring the effectiveness of two options. It is used within Web sites and advertising, among other things. Users or recipients are divided into two equal groups, each shown a different variation.
By measuring the effectiveness (e.g., conversion rate) for both groups and comparing them, it is possible to determine which concept is best to use. More information about the use and effectiveness of different variants can be obtained using event tracking.
In addition to Web sites, a/b testing is also widely used for newsletters and other forms of direct marketing.
