A/B Testing (also referred to as split testing or bucket testing) is a foundational tool in website optimization and user experience research. It's a method of comparing two versions of a web element (it could be a webpage, a button, an image, a headline, etc.) to see which one performs better. The process involves splitting website traffic randomly into two groups. One group sees the original version (often called the "control" or Version A), while the other sees a slightly modified version (the "variation" or Version B). By tracking key metrics (e.g., click-through rates, conversions, time on page), A/B testing allows you to gather data-driven insights and make informed decisions about which changes best drive desired user behavior and enhance the overall experience. A/B testing helps eliminate guesswork, optimizing your website for higher engagement, better conversions, and improved business outcomes.
Marketing Glossary
An abandoned cart happens in e-commerce when a potential customer adds items to their online shopping cart but leaves the website before completing the purchase. Abandoned carts are a common issue for online retailers, indicating missed sales opportunities. Reasons for abandonment can range from unexpected shipping costs to a complicated checkout process or simply distractions or comparison shopping.