What is A/B Testing?
In marketing, A/B testing is the process of comparing two sets of data by testing a subject's response to either of them and determining which is more effective.
Examples of A/B testing
An example of this would be by changing the format and layout of an email to your customers, sending out the original to half and the modified to the other half and monitoring open rates of the email to see which performed better.
Through A/B testing you can continually optimise messaging by choosing the most effective option and testing it against new variants.