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Glossary of Mobile Advertising Terms

A/B Testing

What is A/B Testing?

A/B testing is a process where two versions of an ad are compared to see which one will prove more effective. The two versions are showed to similar visitors and are almost the same, except for one variation. After that, the only thing left to do is to choose the version that gave the best results (gave better conversion rate,s prompted more users to click on a button and similar).

Why are A/B Tests important / widely used?

A/B testing is important because it will help you get more out of your existing traffic and in some websites (like e-commerce ones) it's a must have feature. Anything that can affect user behavior can be tested. Images, text, CTAs (call to action) or a simple button, those are all of the things that can be tested and that can yield some surprisingly positive results.

Using tools like heatmaps or some analytics tools will help you with your A/B testing since you'll need to study your website and observe user behavior. Using this approach will improve your A/B testing and with it, your conversion rates. When getting the results from A/B testing, if there is no clear winner and the results are very similar, taking a closer look at the results can be very beneficial as this will give you additional insight.