ACEFILMOPRSUW
Home/Glossary/A/B Testing
Back to Glossary
A/B
Analytics

A/B Testing

Running two versions of an ad, email, or landing page simultaneously to see which performs better. Essential for improving campaign performance over time.

What is A/B Testing?

A/B testing (also called split testing) involves creating two versions of a piece of content — an ad, landing page, email subject line, or CTA button — and showing each version to a different subset of your audience to determine which performs better.

What to A/B Test

  • Ad headline — often the single biggest lever for CTR improvement
  • Ad image — product photo vs lifestyle shot vs video
  • CTA button text — "Buy Now" vs "Shop Sale" vs "Claim Offer"
  • Audience targeting — interest-based vs Lookalike vs broad
  • Landing page headline — different value propositions

Rules for Valid A/B Tests

  • Test only ONE variable at a time
  • Run the test long enough — at least 1,000 impressions per variant
  • Don't call a winner too early — wait for statistical significance
  • Document results and apply learnings to future campaigns

Apply this with MarketOS

AI content, ads, SEO, CRM — built for Malaysian SMEs.

Start Free