What does A/B testing commonly compare?

A/B testing is a method used to compare two versions of an element to determine which one performs better in achieving a specific goal, such as increasing click-through rates, conversions, or engagement. This approach typically involves presenting two versions—Version A and Version B—to different segments of an audience and analyzing the responses to assess which version is more effective.

In marketing, A/B testing allows businesses to make data-driven decisions based on actual user behavior rather than assumptions, optimizing campaigns based on empirical evidence. Examples of elements that can be tested include email subject lines, website layouts, call-to-action buttons, and ad copy.

This focus on versions of marketing elements distinguishes A/B testing from other types of comparisons, such as evaluating different products or brands, or analyzing market surveys, which do not inherently use the same method of controlled testing aimed at determining user preferences related to marketing techniques.