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A/B testing – what is it?
How does A/B testing work?
What should be considered when conducting A/B testing?

A/B testing – what is it?

A/B testing is used to identify the better option when making a decision. This can involve decisions about design, text, wording, or anything else that affects traffic or reach.

How do A/B tests work?

Example: A craft business is looking for new employees online in the field of renovation. The company publishes two job advertisements for this position with different wording: 

  • Wording A: "We are looking for a craftsman." 
  • Wording B: "We are looking for a renovator." 

Which job advertisement is more appealing to thetarget group?

This can be determined relatively easily with A/B testing. The target group is divided into an A and a B group, and each group is shown a different version. Afterwards, it is possible to evaluate which version had a greater impact. In this case, the number of clicks on the link to the job advertisement and the number of completed application forms could be used as indicators.

What should be considered when conducting A/B testing?

It is important that only one variable is changed at a time so that testing can provide a clear answer as to what triggered the improved performance. If, for example, the wording and design are tested at the same time, it is not possible to say conclusively which of the two factors was decisive.

A/B testing should be carried out on a regular basis, as algorithms and target groups are constantly changing and evolving. A design or wording that worked well a year ago and appealed to many people may now have the opposite effect.