How Does A/B Testing Work?
A/B testing works by randomly showing two versions of the same asset (ad, website, pop-up, offer, etc.) to different users. The random part is important because this provides more accurate information without skewing the results.
One version is the “control” group, or the version already in use. The second version changes a single element. You can change multiple elements, but it does make it harder to tell what change made the difference. This is called multivariate testing (more on this later).
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