A/B Split
A/B Split is a technique in which two versions (A version and B version) of a campaign element are tested against 2 randomized groups of users. The technique is used to test campaign elements, such as an email or Landing page, with different colours, wording or design elements. Each group of users (sometimes known as a Test Cell) receives one version of the element. Google and good Inbound Marketing Automation systems packages automate these tests as a way to improve Conversion rates.
Google’s AdWords program, for example, allows one to design the test, create the two versions of the ad, and then run the campaign. Google then monitors the response to each version. When the results achieve a statistical significance, Google stops displaying the lower performing ad and shows only the one with a better conversion rate.
