What is an A/B test?

• A. A method to test three versions simultaneously
• B. A method to compare two different versions of marketing content to determine which performs better
• C. A method to measure brand sentiment
• D. A method to forecast sales

Answer: (C)

A/B testing is a controlled experiment that compares two versions of the same marketing asset to see which performs better. You randomize your audience so each variant is shown to a similar group, choose a clear performance metric (like click-through rate, conversion rate, or revenue per visitor), and determine which version yields the better result with statistical confidence. This approach helps you make data-driven decisions about which version to deploy more broadly.

For example, you might test two different subject lines for an email and measure which one has a higher open rate, then adopt the winning subject line going forward. This method is specifically about comparing two variants to optimize outcomes, not about measuring brand sentiment or forecasting sales, and it focuses on two versions rather than more than two variants.