A/B Testing
A/B testing compares two versions of a webpage, adThe art of persuasion—advertising is the strategic storytelling that builds brands, shapes perceptions, and drives consumer action across multiple channels., or other marketingStories with purpose—marketing connects brands to people through strategy, creativity, and campaigns that drive impact. asset to determine which performs better. It is based on providing slightly different versions of marketing assets.
A/B Testing—also known as split testing—is the process of comparing two versions of a marketing asset (like an ad, landing pageA standalone page built to convert—drives focused action in campaigns, from sign-ups to sales., email, or CTA) to see which one performs better. It’s data-backed decision-making, not gut-feeling guessing.
For marketing managers, A/B testing is how you fine-tune performance. Whether you’re trying to boost conversions, increase engagementMore than just metrics—engagement is about meaningful interactions, building relationships, and creating content that sparks conversation and action., or improve click-through rates, A/B testing lets you learn what works—and what doesn’t—based on actual audienceThe heartbeat of every campaign—understanding and engaging the right audience is the key to crafting messages that resonate and drive action. behavior.
What can you A/B test?
- Email subject lines – Which one gets more opens?
– Which message drives more sign-ups or purchases? - Ad creative – Image A vs. Image B—what stops the scroll?
- Call-to-action (CTA) buttons – “Get Started” vs. “Try It Free” – which drives more clicks?
- Page layouts – Testing different formats, structures, or visuals to increase engagement or time on page.
How creative agencies use it
At RIOT, A/B testing isn’t just an afterthought—it’s built into our campaign thinking from the start. We designFunction meets form—design shapes how brands look, feel, and connect through everything from logos to layouts. creative variations with intention, launch them with control, and analyze results to drive continuous improvement.
We treat A/B tests like creative labs—places to experiment, learn, and sharpen performance with each iteration. Because better is built, not guessed.
The bottom line
A/B testing takes the “maybe” out of marketing. It helps you validate creative choices, scale what works, and optimize for outcomes—not opinions.
Dive deeper
PPC Management, Website Traffic AnalysisTurn visits into insights—traffic analysis uncovers what’s working and where to improve across your digital experience., Conversion FunnelsThe journey from interest to action—conversion funnels map out how audiences move from awareness to purchase, optimizing every touchpoint for maximum impact., Data VisualizationData meets design—infographics turn complex information into visually compelling, easy-to-digest content that informs, engages, and gets shared., Real-Time Data TrackingDecisions in the moment—real-time tracking keeps your finger on the pulse of user behavior, performance, and KPIs.
