A/B testing

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A/B testing is a method of advertising testing by which a baseline control sample is compared to a variety of single-variable test samples. A classic direct mail tactic, this method has been recently adopted within the interactive space to test tactics such as banner ads, emails and landing pages.

Employers of this A/B Testing method will distribute multiple samples of a test, including the control, to see which single variable is most effective in increasing a response rate or other desired outcome. The test, in order to be effective, must reach an audience of statistical significance.

This method is different than multivariate testing which applies statistical modeling which allows a tester to try multiple variables within the samples distrubuted.