A/B testing

A/B testing is a tool used to improve the conversion rate of an online store. It involves preparing two versions of a page, each with a different design and modified in different ways, to see which is more effective. One of these versions is shown to one group of visitors and the other to the other. The result is then evaluated according to the intended goal, i.e. the conversion rate. This can be, for example, the filling in of a form or the actual purchase of products. They can be measured using various tools, such as Google Analytics.

This article was translated for you by artificial intelligence

Introduction
/ Dictionary
/ A/B testing

A/B testing, also known as split testing, is a method of comparing two versions of a web page, email, or other digital content to determine which one performs better. By randomly dividing website visitors or email recipients into two groups, A/B testing allows marketers to test the effectiveness of different design elements, such as headlines, images, and calls-to-action.

Key terms:

Split testing: A method of comparing two versions of a digital content to determine which one performs better.
Conversion rate: The percentage of users who complete a desired action, such as making a purchase or filling out a form.
Control group: The group of users who are not exposed to the new version of the content, used as a baseline for comparison.
Treatment group: The group of users who are exposed to the new version of the content.

Example: A marketer wants to test whether a new headline will improve the conversion rate of their website. They create two versions of the homepage: Version A with the old headline and Version B with the new headline. By randomly dividing website visitors into two groups, they can compare the performance of each version and determine which one performs better.

5 Talent Acquisition Secrets That Actually Work in 2025 (Not What Everyone Else Is Doing)

There's a reason why certain companies have candidates lining up while others struggle with talent acquisition for even basic roles. It's not what you think. After working with hundreds of hiring teams, Ventsislava Nikolova identified exactly what separates companies that attract great talent from those that don't. The gap is bigger than you'd expect.

Ventsislava Nikolova
Founder and CEO, WorkVibes

7,000+ Marketers Are Heading to Budapest – Here’s Why

12. June 2025

3 min. reading

7,000+ Marketers Are Heading to Budapest – Here’s Why

Affiliate World Europe is coming to Budapest on September 4-5, 2025, at the Hungexpo Budapest Congress and Exhibition Center. This premier affiliate marketing conference brings together the industry’s top marketers, advertisers, and tech innovators for two days of networking, learning, and business growth.

Katarína Šimčíková
Project manager, Ecommerce Bridge EU

Meta’s AI Opportunity Score Now Available to All Ad Accounts

11. June 2025

2 min. reading

Meta’s AI Opportunity Score Now Available to All Ad Accounts

Meta has completed the global rollout of its Opportunity Score feature across all advertising accounts, following initial testing phases that began earlier this year. The AI-driven optimisation tool aims to help advertisers improve their campaign performance through systematic recommendations.

Katarína Šimčíková
Project manager, Ecommerce Bridge EU