A/B Testing
A/B testing compares two versions of a webpage, ad, or other marketing 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 page, 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 engagement, or improve click-through rates, A/B testing lets you learn what works—and what doesn’t—based on actual audience 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 design 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 Analysis, Conversion Funnels, Data Visualization, Real-Time Data Tracking
