How To Apply A/B Testing in Digital Marketing

A/B testing, also known as split testing, is a common practice in digital marketing used to compare two versions of a webpage, email, advertisement, or any other digital asset to determine which one performs better in achieving a desired goal. It involves creating two or more variations of a marketing element and exposing them to different segments of the audience to assess their effectiveness.

The purpose of A/B testing is to gather data and insights that can help optimize digital marketing campaigns and improve conversion rates. It allows marketers to make data-driven decisions by comparing different variables, such as design elements, headlines, calls-to-action, pricing, layouts, or any other component that could influence user behavior.

Here’s a simplified step-by-step process of A/B testing in the context of digital marketing:

  1. Identify the goal: Determine the specific objective you want to achieve through the A/B test. It could be increasing click-through rates, improving conversion rates, reducing bounce rates, etc.
  2. Select the variable: Choose the element you want to test. This could be a headline, button color, page layout, image, or any other component that may impact user engagement or conversion.
  3. Create variations: Develop multiple versions (A and B) of the chosen element. The original version is typically referred to as the “control” or “A” version, while the alternative version is the “B” version.
  4. Split your audience: Divide your target audience into two or more random segments. Each segment will be exposed to a different version of the tested element.
  5. Run the test: Present each segment with their respective version of the element and track their behavior. This could involve tracking metrics like click-through rates, conversion rates, time spent on page, or any other relevant performance indicators.
  6. Analyze the results: Compare the performance of the different variations based on the selected metrics. Identify which version performed better in achieving the desired goal.
  7. Draw conclusions: Based on the results, draw insights and conclusions about the impact of the tested element. Determine if the alternative version (B) outperformed the original (A) and understand the reasons behind the differences in performance.
  8. Implement the winner: If the alternative version (B) significantly outperformed the original (A), implement it as the new default version. If not, refine your hypotheses and repeat the process with new variations or different elements.

A/B testing enables marketers to make data-backed decisions, refine their marketing strategies, and continuously improve their digital assets to maximize their effectiveness in achieving desired outcomes.


Evan Kirsch is CEO of MAKE Digital Group, an innovative digital marketing agency that specializes in forward-thinking marketing strategies for small businesses. For 12 years, Evan has navigated clients from coast-to-coast along in their pursuit of marketing excellence. To schedule a free analysis of your marketing strategy, you can email Evan at

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