What does A/B testing aim to evaluate?

A/B testing primarily aims to evaluate the performance of two different versions of a marketing asset. This technique involves presenting two variations (A and B) to different segments of an audience simultaneously to determine which version achieves better results based on predefined metrics, such as conversion rates, click-through rates, or user engagement. By systematically comparing the outcomes of these variations, marketers can gather empirical evidence to make informed decisions about which version more effectively meets their objectives.

This method is particularly valuable because it allows for data-driven insights rather than relying solely on assumptions or preferences. The ability to test real-world responses to marketing assets, such as emails, web pages, or advertisements, provides clarity on what resonates with audiences, thereby optimizing marketing efforts for greater impact and efficiency.