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A/B Testing

A/B testing is a process of comparing different variants in order to filter out the more successful of the two. It is often used in e-mail marketing to find out which type of address or subject line promises a better opening rate. Content from loading pages is also optimised in this way. This also applies to offline campaigns, e.g. flyers or direct mail in general.
It is always crucial to make the success of the variants measurable, to create as large a data basis as possible and to realise a random distribution of the recipient groups as far as possible.

Outside of marketing; however, A/B testing can also be used very well, for example, to try out whether a fresh croissant tastes better with Nutella and strawberry jam or with Nutella and raspberry jam ...

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