The Critical Role of A/B Testing in Digital Campaign Optimization and Performance Enhancement

Author(s)	Faiz Mohiuddin Mulla
Country	USA
Abstract	A/B testing, or split testing, is one of the most basic tools in digital marketing and allows businesses to experiment with two different versions of a campaign and use numerical data to determine success. A/B testing compares different versions of digital components, including web designs, copy, and call-to-action(s), to determine the combinations that produce the most interaction and drive more conversions. This two-part paper seeks to investigate the importance of A/B testing in digital marketing, including how it works, its uses in practical terms, the ethics associated with its use, and future trends. The study found that A/B testing is the most significant driver of changing digital performance. It documents improvements and encourages marketers to continue adjusting their programs based on empirical data through a review of literature, case studies, and interviews. Given the increasing multi-facetedness of the digital ecosystem, A/B testing is a robust approach since it allows for continuous optimization over time and evolving consumer behavior and regulatory shifts.
Keywords	A/B testing, digital marketing, data-driven optimization, conversion rate, consumer engagement, performance enhancement, and ethical considerations
Published In	Volume 2, Issue 1, January-February 2020
Published On	2020-02-26
DOI	https://doi.org/10.36948/ijfmr.2020.v02i01.12118
Short DOI	https://doi.org/g82h7h

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International Journal For Multidisciplinary Research