A/B Testing
A/B testing (also called split testing) means showing two different versions of something — a webpage, email subject line, or ad — to different groups of people to see which performs better. It removes guesswork from marketing decisions. AI tools can now suggest what to test, generate the variants, and analyse the results automatically.
Real-world example
A solicitor's firm tests two email subject lines: 'Free consultation for new clients' vs 'Not sure if you have a case? Let us talk.' The second gets 40% more opens. They use it for all future campaigns.
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