It is a marketing research technique in which different parameters are altered, and the resultant approaches are evaluated to enhance the efficiency of the ultimate marketing approach.
It is with a control or starting marketing plan that AB testing initiates. Numerous variables define the control scenario, such as price, color, shape, texture, font, etc. A modified sequence is formed if one of these variables is altered. This leads to the comparison of A’s market response with B. The alteration is done again and again until all of B’s possible scenarios have been evaluated. The parameters/variables which repeatedly give an enhanced market response are then merged in ‘A.’ This, in turn, ensures the marketing group designs the most efficient marketing approach.
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Smashing Magazine (June 24, 2010)
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