A/B Tests refer to a powerful online marketing method where marketers test two versions of a digital variable to determine which one is more effective. The A/B test process is also known as split testing. Marketers use it in advertisements, email marketing, and web or landing pages. When a variable undergoes A/B testing, they test details such as content, copy length, image, CTA button, headline, or color against one another.

Updated January 2, 2023

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