Simply put, A/B testing is releasing two different versions of your website to a similar group of visitors, collecting data about their usage patterns, then analyzing that data in order to make the website more appealing and efficient to those people you are trying to reach and improving upon your marketing goals. While just about everyone today understands the need and importance of having a website for their business, the concept does not stop there. Once the website is created, it is easy to assume that it is doing the job you set it up to do: entice visitors to click on the link to enter the site, stay for awhile and click around before making a purchase or contacting you for more information.
It is all too easy to simply assume your website is appealing to those people that you want to land there. Without performing the necessary testing, such as A/B testing, early in the process, you may stand to lose out on potential sales and conversions, both now and in the future. A/B testing offers a number of advantages as outlined below and it is critical to any digital marketing campaign.