What is A/B testing in digital marketing?

A/B testing is a fundamental technique in digital marketing that involves comparing two versions of a webpage, ad, or other digital content to assess which one yields better performance metrics. This process is essential for optimizing conversions, engagement, or any other measurable outcome based on a specific goal.

In A/B testing, the two variations (Version A and Version B) are shown to different segments of the audience simultaneously. By measuring the performance of each version, marketers can identify which elements resonate more effectively with users, such as layout, colors, headlines, or calls-to-action. This data-driven approach allows businesses to make informed decisions, ultimately enhancing the effectiveness of their marketing strategies and leading to improved results.

The other options, while related to aspects of digital marketing, do not capture the essence of A/B testing. Creating viral campaigns is more about content strategy and shareability than systematic testing. Analyzing customer demographics focuses on understanding the target audience rather than testing specific marketing elements. SEO optimization techniques involve strategies for improving search engine rankings but do not specifically involve comparing two versions of content to see which performs better.