Remember at school when we grew runner beans in jam jars with a piece of rolled up blotting paper? We placed one in a dark cupboard, one we didn’t water, one we put somewhere cold and another we placed in the sun and watered daily. The exercise was to determine how each element affected the plant’s growth. After a couple of weeks the conclusion was that plants need light, warmth and water to grow! Well A/B testing is pretty much the same – though experimenting with just two variants at a time and testing small differences.
Also known as ‘split testing’, A/B testing brings scientific methodology to marketing and removes the guesswork. It provides data-backed decisions and can be used across a range of communications and considering many variables. In 2000, Google famously used A/B testing to ascertain the optimum number of search results to show on its listings pages – the rest is history! Continue reading “What is A/B Testing ?”