Advantages and Disadvantages of AB Testing
Marketers can increase their conversion rates dramatically by AB split testing alternative content designs. The name comes from the fact that two different versions — “A” and “B” — of a landing page or email are tested simultaneously to work out which is most optimised for conversion.
“Split testing” then refers to the random assignment of new visitors to the version of the page they see. In other words, the traffic is split, and both versions are shown in parallel throughout the data collection period in equal proportions.