A/B Testing

Definition:

A process of comparing two versions of a web page or email to determine which one performs better.

Example:

Let’s say you run an online store and you want to increase the number of people who add items to their shopping cart. You’re not sure whether a red “Add to Cart” button or a green “Add to Cart” button will be more effective, so you decide to run an A/B test.

You create two versions of your product page, one with a red “Add to Cart” button and one with a green “Add to Cart” button. You randomly show each version of the page to an equal number of visitors and track how many people add items to their cart on each page.

After a week of testing, you find that the page with the green “Add to Cart” button had a 10% higher conversion rate than the page with the red button. Based on this result, you decide to switch all of your product pages to the green “Add to Cart” button to improve your overall conversion rate.