A/B Testing
A method of comparing two versions of a webpage or ad to determine which performs better.
Full definition
A/B testing (also called split testing) involves showing two variants — the original (A) and a modified version (B) — to different segments of visitors simultaneously. By measuring a defined success metric such as click-through rate, form submissions, or revenue, marketers can make data-driven decisions rather than relying on guesswork. Statistically significant results typically require a large enough sample size and a meaningful difference between variants. A/B testing is foundational to conversion rate optimisation (CRO) and is used across landing pages, email subject lines, ad creatives, and call-to-action buttons.
Real-world example
An e-commerce brand tests two versions of a product page — one with a red 'Add to Cart' button and one with a green button — and finds the green button increases purchases by 12%.
Related terms
The percentage of visitors who complete a desired action — a purchase, sign-up, form fill — out of total visitors.
Read definitionA button, link, or instruction that directs users to take a specific desired action.
Read definitionA standalone web page designed with a single focused objective — typically to convert visitors from a specific ad or campaign.
Read definitionA visual representation of where users click, scroll, or move their mouse on a webpage.
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