A/B testing

A/B tests are used to identify the more effective of two different variants. To do this, the target group is divided into two homogeneous groups of equal size – an A and a B group. For the test, each target group is then offered a variant, e.g. of a mailing, a landing page, etc., and the reaction to this is recorded. In order to obtain relevant test results, it is important that the variants differ only in a single parameter in order to identify conclusions about the effect. One parameter can be the title line or an image element, for example.