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AB testing is an online marketing tactic where different versions of a product are used to see which one users or consumers prefer. With online products, such as a webpage, email campaign or advertisement, A/B testing can be carried out with relative ease and yield quick results due to the instant and detailed analytics that testers receive.
A/B testing is also known as split testing or bucket testing.
An A/B test is simply a way for companies to test how much a particular variable affects their audience’s reaction.
For example, a company may find that accidently changing the color of the buttons in an email newsletter from red to green increased clickthroughs significantly. The company can then run a series of A/B tests using different colors by sending one color to half the sample and one to the other. After each test, the company will keep the color that performed well and test it against the other colors that did well until the best color for buttons emerges.
Preferences change overtime as complacency sets in, so our hypothetical company may repeat this test on an annual basis to make sure it is sending out the most effective newsletter it can.