A/B testing typically involves testing the same two variations with multiple subgroups of your business's target audience, as sometimes various types of customers may respond best to different tactics.
Also called multivariate test, A/B testing is a method for examining the similarities and differences between two variations of the same thing. Growth marketers can use A/B testing to determine the best version of a particular marketing strategy, program or type of content. Once a growth marketer figures out which variation has the greatest success in gaining, engaging or keeping customers, they can improve upon that variation during future campaigns. A/B testing typically involves testing the same two variations with multiple subgroups of your business's target audience, as sometimes various types of customers may respond best to different tactics.For example, say your business wants to improve how often customers engage with ads on social media. A growth marketer could create two ads for your business that differed, such as in their tone or design, and target each ad to various segments of your audience. If one ad performs better with teenagers and the other does better with young professionals, a growth marketer could then continue developing and improving upon different social media advertising campaigns for each audience segment.Read more: A/B Testing: What Is It and the Benefits of It