A/B Testing

\ˈā\ \ˈbē\ \ˈtes-tiŋ\

A/B testing allows marketers to compare two versions of a message (or other asset) to assess which variant performs best.


A/B testing is a type of testing that makes it possible to test one variable within a given customer message, app, or website, among other assets. This kind of testing is often contrasted with multivariate testing, which allows you to test more than two message variants.

A/B testing can be used by marketers to determine which version of a push notification, email, or other customer message will drive the most conversions or other engagement metric. For instance, you might compare two email message variants to see which version of the subject line performs best.

“Using A/B testing, we were able to determine that our World Emoji Day push notification got higher conversions when it included an emoji in the text—who knew?”