A/B Testing

A/B Testing

What it is: A/B Testing is the process of running controlled experiments to see which version of an ad, email, or landing page performs better. It’s the science behind creative decision-making, giving you data-backed clarity on what moves the needle.

Why it matters for ecommerce merchants: Gut feelings don’t scale. A/B testing helps ecommerce brands optimize conversions, click-through rates, and revenue per visit. Adobe reports that companies using A/B testing regularly see conversion lifts of up to 49%.

Challenges:

• Generating meaningful results with small audience sizes
• Picking which variables to test (and not testing too many at once)
• Running tests long enough to reach statistical significance
• Acting on results with confidence across channels