A/B testing
DefinitionGrowth
A/B testing
Comparing two or more variants against live traffic split at random, so the difference in results can be attributed to the change rather than to circumstance. The honest core of performance culture - and honest only with enough volume, a single variable, and the discipline not to peek early.
Evidence from the library
Winning bigger ad budget follows a proof-point ladder: cheap test, lift study, case study, then a bigger ask.Principle50/50A roughly even 50/50 split between brand and performance spend delivers the highest total marketing ROI.StatPerformance advertising mostly directs people to brands they have already chosenPrincipleRally the team around creative efficiency metrics rather than in-platform conversionsPrinciple35%Click-based attribution sends a third of spend to sales that would have happened anywayWarning
Source
Marketing Definitions
standard experimentation practice
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