What is A/B Testing?

A/B testing compares two variations of a web page, page element or funnel to find out which is most likely to produce a desired conversion rate or other result.

A/B tests show two variations to an equal number (50/50) of visitors, collecting data about their behavior to analyze which variation performed best. When a “winning” variation is determined–or at any time you choose–you can send the winning alternative automatically to all audience members. You can perform A/B testing repeatedly, refining your content or testing alternatives for specific campaigns.

A/B testing is different from split testing. A split test compares two or more different web pages. Split test traffic is divided among each page in the split test using a percentage you define: for example, a split test with two pages could have view percentages of 50/50, 20/80, or any increment of 5% totaling 100%. Using Optimize, you can perform both A/B and split testing.

To learn how to create a test with Optimize, see Creating a Test.
To learn more about how Optimize tests and targets work, see Understanding Tests and Targets.