'Inbound & Down'
Question of the Day

Published August 07, 2019

What is A/B testing?

  1. A detailed analysis conducted following a campaign to evaluate which components performed the best.
  2. Sending two versions of a design to customers and having them vote in a poll on their favorite.
  3. A method used to compare two versions of an email, web page, etc. against one another to determine which performs better.

The Answer is C.

A/B testing is a way to compare two versions of a given project—an email, web page, or an element on your site—against one another, allowing you to see which performs better. By using statistical analysis, this experiment is designed to take some of the guesswork out of your inbound marketing efforts.

In order to maximize the success of the test, you'll only want to change one or two elements within your variation: a snippet of text, a button, a color. The more components you alter, the harder it will be to determine precisely why one version outperformed the other.

For example, let's say you're sending an email, and you are unsure what types of subject lines your audience may be inclined to click. You can A/B test two different subject lines, then track which version has the higher open rate.

Following are the five stages of A/B testing:

  • Understand the goal. 
    In this example, motivating recipients to open your email.
  • Identify your hypothesis. 
    Which subject line do you think will perform better? Why?
  • Create your two versions. 
    HubSpot has built-in email A/B testing support, enabling your audience to be split at random.
  • Deploy!
  • Analyze.
    Was your hypothesis confirmed? Proven wrong? Was there a significant difference in performance between the two versions?

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