What exactly is A/B Testing?
A/B testing is not about quantifying the distance between Albuquerque and Barcelona. A/B testing is a well-established, randomised research methodology that compares how respondents react to two variants – variant A and variant B – that are identical except for feature, It could be 100% identical toasters except A is tan and B is green.
Which is more effective, attractive or desirable? Which variant resonates with those exposed to it to warrant investment in its development and marketing?
A/B testing can also apply to ideas. Determining whether idea A is a better idea than idea B is, well, a good idea. At the very least it can help to prevent one-idea wonders from wasting large tranches of budget on ideas that weren’t first put through the validation wringer of A/B tests.
