A/B testing, also known as split testing, is a method used in e-commerce and marketing to compare two versions of a webpage or campaign to determine which one performs better. This involves creating two different versions of a webpage, email, ad, or other marketing materials with slight variations in elements such as headlines, images, call-to-action buttons, or layouts. These two versions are then randomly shown to different segments of the target audience, and their performance metrics, such as click-through rates or conversions, are compared to determine which version is more effective in achieving the desired goals. A/B testing allows marketers to make data-driven decisions and optimize their campaigns for maximum effectiveness.
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