A/B testing in marketing terms is a technique that consists of showing differing elements of the same campaign (e.g. an email campaign with two different subject lines) to different user groups in order to determine which version/approach brings better results and higher engagement from the target group.
You can A/B test anything from email subject lines to call-to-action (CTA) buttons. Create two versions of the variable you want to test. Then, divide your audience into two groups (A and B). Group A sees version A and Group B sees version B. From there, monitor key metrics like click-through rates, conversion rates, or revenue to measure the performance of each version.
A/B testing can be an effective way to optimize marketing campaigns and improve conversions.