What is an example of an A/B test in advertising?

• A. Testing two landing pages with the same content
• B. Testing two versions of a direct response ad—one with a celebrity endorsement and one with a savings offer
• C. Testing three color schemes for the logo
• D. Testing the same ad across channels

Answer: (B)

A/B testing in advertising compares two versions of the same ad to see which performs better, changing only one element at a time to isolate its effect on outcomes like clicks or conversions. The best example shows two direct response ads that differ in a single element—one with a celebrity endorsement and one with a savings offer—while all other aspects stay the same, so any difference in response can be attributed to that element. Metrics such as click-through rate, conversion rate, or cost per acquisition help determine which version is more effective. Other options aren’t direct ad variant tests: landing pages with the same content test page elements, logo color schemes test branding, and testing the same ad across channels examines distribution rather than comparing two ad variants.