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Marketing vocabulary · Marketing Metrics

A/B test

Meaning in marketing, with examples

nounCommon term

In marketing, A/B test means: An experiment that shows two versions of an ad, email or web page to similar groups of people to find out which one performs better.

In Turkish: A/B testi, bölünmüş test

How it is used

Very common in digital marketing and product teams. You run or set up an A/B test, usually changing one thing at a time, such as the headline, image or button colour. It is also called a split test, and “to A/B test something” is used as a verb.

Example sentences

  1. We ran an A/B test on the subject line, and the shorter one got 20% more opens.

  2. Let's A/B test the two banners for a week before we decide.

Common collocations

  • run an A/B test
  • A/B test results
  • split test
  • A/B test the headline
  • conversion rateThe percentage of people who take a wanted action, such as buying, signing up or calling, out of all the people who had the chance to do it.
  • call to actionA short instruction in an ad, email or web page that tells people what to do next, such as “Buy now”, “Sign up” or “Call us today”.
  • KPIShort for key performance indicator: a measurable number that shows whether a team, campaign or business is reaching its most important goals.
  • sample sizeThe number of people who take part in a study or survey; a larger sample usually gives more reliable results about the whole group.

This word in other fields

The same English word can have a different meaning in another field:

More terms: Marketing Metrics

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