Technical
A/B Testing
A/B testing is a method of comparing two versions of a page, ad, or email — usually differing in just one element — to see which one performs better with a live audience.
Definition
A/B testing splits traffic between two variants of an experience and measures which one performs better against a defined goal, like clicks or conversions.
Why It Matters
A/B testing replaces guesswork with evidence, letting teams make incremental, compounding improvements to conversion rates over time.
Real-World Example
Booking.com is famous for running thousands of A/B tests simultaneously, testing everything from button color to urgency messaging to optimize conversion at every step.
How It Connects
A/B testing is used across landing pages, email subject lines, ad creative, and product features to continuously improve performance.