A/B testing (split testing)

A form of controlled experiment, often used in marketing, in which the effectiveness of two (or more) versions of a message is tested (e.g. letters, websites, ads). The responses (e.g., in sales) to the two A/B versions are then examined to determine which version works best.

Back to Glossary




​© 2020 by Corr and Plagnol. All rights reserved.