What is variant testing (A/B testing)

In variant testing, you create two variations of the same item and pit them against each other to see which one resulted in better performance. This is a great way to optimize your user experience and content business goals.

Variant testing (A/B test) is the shorthand for a simple controlled experiment. As the name implies, two versions (A and B) of a single variable are compared, which are identical except for few elements that might affect a user's behavior. A/B tests are widely considered the simplest form of controlled experiment. 

A/B tests are useful for understanding user engagement and content performance and satisfaction of online features and assets, such as a landing pages, articles, features or product. 

Today, A/B tests are being used by many professionals including marketing managers, content editors, engineers, designers, and entrepreneurs.

In EX.CO platform we enable our content creators to easily create A/B test.