What is an A/B test?

AnA/B test(split test) is a controlled experiment in which two versions of an element are shown simultaneously to two comparable groups.The version that performs better on the chosen metric wins.A/B testing is the scientific basis of CRO and optimization in SEACRO“A red CTA buttonSEAbetterSocial Media Marketingcreate

two variants (A and

B), distribute the test traffic equally, wait until you reach statistical significance and compare the results on the chosen metric (conversion rate, CPA).The winner becomes the new standard.What can you A/B test?In Meta Ads: ad variations, headlines and images.On landing pages:Conversion RatesubjectCPAsender names and layouts.When is an

A/B test statistically

reliable?MinimumMeta Adsconversions per variant for conversion-relatedLanding Page95 percent confidence threshold.HeatmapsCall to ActiondetermineEmail Marketingmost sense to test.How many variants can

I test at the same time?In a classic A/B test

you test two variants.We call multiple variants a multivariate test.How long should an A/B test run?At leastHeatmapcomplete weekly cycle (7 days) to exclude weekday

effects.More at

developers.google.com/search.Multivariate Test