A/B Testing

A/B tests allow brands to randomly divide an audience into two groups and deliver one version of a message to one group and deliver a different version to the second group, and assess which performs better. A/B testing can be thought of as testing the champion version against the challenger version. A limitation of A/B testing is that if we want to test more than 1 element in a message during an A/B test, there is no way to identify which element is causing the message to be more effective.