What is an A / B test in online marketing?

Technique used in digital marketing that allows you to compare results between two possible versions of a website, an advertisement or an email, studying their conversion and abandonment rates , to identify the most appropriate one.

It can also be used to contrast the same element in two different moments and thus judge its evolution over time, the impact that the introduction of modifications has on users and the time they need to adapt to new features.

Google Website Optimizer is one of several free tools that allow you to create A / B tests of web pages.

List of Digital Marketing Terms