What is A/B testing and how does it work?

A/B testing is an invaluable marketing experiment that helps businesses understand customer behaviors and optimize content. It works by splitting your audience to test two different versions of the same thing - like email subject lines, landing pages, or CTAs - to determine which performs better. The goal is to gather data that allows you to make informed decisions to positively impact business outcomes such as increased engagement, sales, and conversion rates. When conducting A/B tests, it's crucial to test one element at a time, ensure adequate sample size, and verify statistical significance before implementing changes.