Digital marketing has come a long way since the early years of SEO and PPC campaigns. Today, there are a plethora of digital techniques and methods that are utilized by businesses in order to have a strong impact on their customer satisfaction levels, in addition to sales revenue and profitability targets.

However, since they are so many factors and variable that can determine the effectiveness of a digital marketing campaign, pinpointing which specific variable is having the greatest effect can be difficult to measure. This is where businesses rely on techniques such as A/B testing to have a clear and objective understanding of aspects that can help them achieve their marketing goals and objectives.

In doing so, they identify the best practices of engaging with their target audience and ensure they are able to achieve their highest marketing potential.

What is A/B testing?

A/B testing, or split testing, refers to the practice of testing one particular digital marketing method, such as a web copy or email campaign, against a similar one by changing one element in it in order to identify the reason for the campaign’s effectiveness or the lack of it.

For instance, the marketing team may decide to test the effectiveness of a blog article by sending it to a specific number of readers, but changing one aspect for half of them. The purpose of this is to gauge their responses and reactions and measure how the differences are linked to the difference in variables.

The marketing team can also set different goals for each A/B testing exercise, whether it is to measure the impact of increasing higher web traffic, achieving higher conversion rates on a specific web page, and generating more leads.

Popular A/B testing tools

The following are a list of some popular A/B testing tools:


This lets you test conduct A/B testing activities without requiring any HTML knowledge. It provides a user friendly interface along with integration features that can allow you to incorporate providers, such as Mailchimp, Hubspot, Salesforce, and more.


This is another valuable tool that uses a strong analytics platform useful for achieving high customer acquisition and retention rates. It has three essential features and can be integrated with your testing house code.


Considered one of the simples to use, VWO provides a range of easy-to-use features that allow you to make various website variations for A/B testing exercises. Its simplicity makes it relatively quick to use and lets you design your campaigns within a matter of minutes.

What are the benefits of A/B testing?

There are a range of benefits that businesses can achieve by conducting A/B testing activities. Firstly, A/B testing has the benefit of enhancing the effectiveness of digital marketing activities. Whether it is email marketing campaigns, SEO, blogging, or website optimization, businesses can learn what aspects best resonate with their target audience and ensure they incorporate it in their marketing mix. It further can lead to lower marketing costs through greater utilization of resources and lead to higher investment returns.

Secondly, A/B testing is also beneficial with regards to spreading risk. When a company learns of variables that can hinder their marketing activities by testing it on a smaller scale, they can be sure of investing higher sums of money on a campaign and ensure it is a success. This also allows the company to have a competitive edge over rivals and turns marketing into a lot more calculated and data-driven approach as opposed to a ‘shot-in-the-dark’ one.

Best practices for A/B Testing

It is important for businesses to know about the most effective ways of conducting A/B testing exercises. For one, they need to choose one test at a time and focusing on one variable. If too many variables are chosen, it will distort the exercise and the marketing team will be unable to identify the right variable properly.