In this glossary, the most important market research terms from this database and the textbooks are simply explained
A/B tests are a method of experimental design. They are used to compare different versions of a product or advertising material with each other in order to determine which version (A or B) performs better. The test procedure is monadic, which means that each respondent sees and evaluates only one version.
A/B tests can answer the following questions:
1. Which version is more effective? – A/B testing helps determine which version (A or B) responds better to defined metrics, such as click-through rate, conversion rate, revenue or time spent on the website.
2. Which design or content elements work better? – A/B testing allows you to test individual elements such as headlines, images, colours or call-to-action buttons to see which combination is most effective.
3. Which offers or prices generate more sales? – Companies can test different prices or offers to see which variation generates the highest conversion rate or sales.
4. Which email subject line increases the open rate? – In email marketing campaigns, A/B tests can be used to compare different subject lines and find out which one achieves the highest open rate.
5. Which user interface leads to better user interaction? – In app or platform development, A/B testing can help optimise the user experience by comparing different layouts or navigation elements.