What A/B Testing is: a method of testing your online campaign with a baseline/control and a new version. It’s sometimes also called “split testing.”
What A/B Testing is not: multivariate testing.
Why we care about A/B Testing: An A/B test can give you great information when you’re only testing one variable at a time (say, a headline, or an image in a landing page). It’s a simple test to set up and results come back fairly quickly, depending on your traffic.
This post is part of an ongoing Clickipedia series, defining all the terms you need to know for conversion rate optimization. Keep checking back each week to learn more, and don’t forget to check out the whole series.