Online marketing definitions

What is A/B testing?

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With A/B testing you test the effectiveness of a page, advertisement, website/webshop. This way you can optimize user-friendliness.

What is A/B testing?

A/B testing means that you are going to compare two variants of a page. Here you will send 50% of your visitors to one variant of the page and 50% to the other variant of the page. By comparing these two variants, you can clearly see what influence the changes have on a page to improve this page. By responding to the preferences that visitors have, you can optimize user-friendliness and therefore ensure better results. The goal is to see which version has the most conversions. It is important that you determine the conversion goal for A/B testing.

In addition to optimizing your website and/or webshop, you can also use these tests for, for example, advertisements on Facebook/Instagram and email marketing campaigns.

What can you test by A/B testing?

With A/B testing you can basically test anything. It is also important that you know what you want to achieve and how you are going to approach it. Examples you can test on:

  • Content: order and layout;
  • Images: position, size and content;
  • Call-to-actions: colour, position and text

Why do you use A/B testing?

The visitor to your website determines what is more beautiful or works better. So it’s not about what you think as the owner. With the help of A/B testing you can therefore properly measure what works best for the visitor. In addition, you implement changes that are based on numbers, because measuring = knowing. Finally, this way you can gradually adjust your website, making progress with small steps.

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UMCG – Centrum voor Tandheelkunde

UMCG – Centrum voor Tandheelkunde
UMCG – Centrum voor Tandheelkunde



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