A/B Testing
A method of comparing two versions of a webpage, email, or ad to determine which one performs better with your audience.
A/B testing, sometimes called split testing, is one of the most practical ways to improve your marketing results without guessing. The concept is simple: you create two versions of something — an email subject line, a landing page headline, a button color — and show each version to a portion of your audience. Whichever version gets more clicks, sign-ups, or sales is the winner.
For small business owners, A/B testing removes the guesswork from marketing decisions. Instead of debating whether a red or green “Buy Now” button will work better, you test both and let your customers decide. Even small improvements — a 2% lift in conversion rate — can add up to meaningful revenue over time.
You don’t need expensive tools to get started. Most email marketing platforms include built-in A/B testing for subject lines and content. Google Ads lets you run multiple ad variations simultaneously. Even free tools like Google Optimize (or its successors) can help you test changes on your website. The key is to test one variable at a time so you know exactly what caused the difference in performance.
Start with high-impact elements: headlines, calls to action, and email subject lines. These tend to produce the most noticeable results and give you actionable data quickly.