Marketing & measurement
A/B test
A comparison of two versions designed to understand the effect of a change.
In everyday use
Eligible visitors are split between two headlines while other conditions stay comparable.
What to keep in mind
Running two ads at different times is not automatically a controlled test.
Also searched as: split test, AB test
Further reading
Original explanation and example by Perspectism. Further reading may cover the wider subject, rather than this exact wording. Edition updated 7 October 2026.
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