Creative & CRO
A/B Testing
Testing two variants of a creative, page or funnel head-to-head to see which converts better.
A/B testing is the controlled comparison of two variants of a creative, landing page, or funnel step, run head-to-head against the same traffic source under identical conditions to see which converts better. The split must be clean — same GEO, same placement, same time window — and judged on one primary metric, otherwise the result tells you nothing you can act on.
Buyers run A/B tests constantly because creative burnout forces a steady pipeline of challengers. The classic mistakes are calling winners too early on thin conversion data, testing two variables at once, and letting the platform's uneven delivery contaminate the split. Disciplined teams define the metric, minimum spend, and stop conditions before launch, then kill losers without sentiment — the test budget is the cost of not scaling a dud.
In buyer speech
“Don't scale that video yet — the A/B against the old hook only has 40 conversions per side, give it two more days.”