A/B Testing
A/B testing (also called split testing) is a method of comparing two versions of a marketing asset — such as an email subject line, landing page, SMS message, or call-to-action — to determine which version performs better.
How A/B Testing Works
In an A/B test, your audience is randomly split into two groups. Group A sees Version A (the control), while Group B sees Version B (the variant). Performance is measured against a specific metric, such as open rate, click-through rate, or conversion rate.
Why A/B Testing Matters
Without testing, marketing decisions rely on assumptions. A/B testing replaces guesswork with data, allowing you to continuously optimize campaigns for better results. Even small improvements — like a 2% increase in email open rate — compound over time into significant revenue gains.
What You Can A/B Test
- Email subject lines and preview text
- SMS message copy and timing
- Landing page headlines and layouts
- CTA button text, color, and placement
- Send times and days of the week
- Offer types and discount amounts
A/B Testing Best Practices
Test one variable at a time to isolate what drives the difference. Ensure your sample size is large enough to be statistically significant. Run tests long enough to account for variability, and always apply your learnings to future campaigns.
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