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A/B testing, also known as split testing, refers to a randomized experimentation process wherein two or more versions of a variable (web page, page element, etc.) are shown to different segments of website visitors at the same time to determine which version leaves the maximum impact and drives business metrics.

Every organization is different, but A/B testing usually follows these steps: Create a hypothesis. Proper A/B testing should follow the scientific method. Choose your versions and variables. Next, youʼll choose a variable that fits with your hypothesis and create two versions of it. Use split-testing software.

A/B testing can vary in complexity, and simple A/B tests can include sending multiple subject lines to test which one generates more opens, while more advanced A/B testing could include testing completely different email templates against each other to see which one generates more click-throughs.

A/B testingalso called split testing or bucket testingcompares the performance of two versions of content to see which one appeals more to visitors/viewers. It tests a control (A) version against a variant (B) version to measure which one is most successful based on your key metrics.

A/B testing is a simple Version 1 vs Version 2 test. A/B/n testing is the same, but for three or more variants (n = variable). Split testing is also typically a Version 1 vs Version 2 test but for larger changes. Multivariate testing tests multiple elements on a page at the same time.

Itʼs easy to conduct A/B testing in Mailchimp. To get started, create an email campaign like you normally would, select A/B Test when prompted, and choose the audience or contact segment you want. Youʼll then move on to the Variables step, so you can decide what you want to test.

Randomly assign half your landing page visitors to the original version and the other half to the modified version. Let the test run until you have an adequate sample size and compare the data from both versions of the page to see if your changed landing page had a positive or negative impact on your conversion rate.

Our email A/B testing tool allows you to test subject lines, content, from names, and send times. You can even run newsletter multivariate tests. After determining your goal, you can segment your audience, update your testing preferences on Mailchimp, and start testing.

Inbox Preview: another way to test emails in Mailchimp To get started, open the email campaign you want to test, and click Edit Design Preview Inbox. Click Get Started. On the following screen, youʼll see a list of email clients. Click Add Clients to start generating your email previews.

When you use Mailchimpʼs all-in-one marketing platform, you gain access to a secure CRM database, as well as a suite of other tools that allow you to grow brand awareness and provide the type of customer service that generates outstanding customer reviews.