What a Challenger is: In testing terms, we’re talking about the design or copy (webpage, email, ad) that’s going up against the control in your test.
What a Challenger not: A complete redesign– at least it doesn’t have to be. A challenger can be as simple as a headline change, or as complicated as a complete redesign, and anything in between.
Why we care about Challengers: In order to test, there’s really only one thing you need: a challenger to your original control. The challenger tells you whether or not you’re headed in the right direction and helps you to decide what your next challenger in the iterative testing process will be.
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.