A/B testing, also known as split testing, is a method used in copywriting and marketing to compare two variations of a piece of content, such as an email, website page, or advertisement, to determine which one performs better in achieving a specific goal. The variations, known as A and B, are presented to different segments of the audience, and their performance is measured based on predefined metrics, such as click-through rates, conversion rates, or engagement.
A/B testing is a crucial tool for copywriters and marketers to optimize their content, understand their audience better, and make data-driven decisions that lead to improved conversion rates and overall marketing success.