A/B Split Testing
AB testing is essentially an experiment where two or more variants of a page are shown to users at random, and statistical analysis is used to determine which variation performs better for a given conversion goal.
This method of introducing changes to a user experience also allows the experience to be optimized for a desired outcome, and can make crucial steps in a marketing campaign more effective.
By testing ad copy, we can learn which version attracts more clicks. By testing the subsequent landing page, we can learn which layout converts visitors to customers best. The overall spend on a marketing campaign can actually be decreased if the elements of each step work as efficiently as possible to acquire new customers.