What is A/B testing in SAP (CEC-EMA - SAP Emarsys)?

SAP Term: A/B testing

• Component: CEC-EMA

• Component Name: SAP Emarsys

• Description: A way to try different strategies and reach higher customer engagement by sending different versions of your email campaigns, so you can see which performs better.

Smart SAP Assistant

• Key Concepts: 
  A/B testing is a method of comparing two versions of a web page or application to determine which one performs better. It is a form of controlled experimentation used to measure the effectiveness of changes made to a website or application. A/B testing is commonly used in marketing and product development to optimize user experience and increase conversions.
  
  How to use it: 
  A/B testing involves creating two versions of a web page or application, each with different elements. The two versions are then tested against each other to determine which one performs better. The performance metrics used for A/B testing can vary depending on the goals of the test, but typically include measures such as click-through rate, conversion rate, and time on page.
  
  Tips & Tricks: 
  When conducting an A/B test, it is important to ensure that the two versions are as similar as possible, with only one element changed between them. This will help ensure that any differences in performance are due to the change in the element being tested, rather than other factors. Additionally, it is important to run the test for a sufficient amount of time in order to get accurate results.
  
  Related Information: 
  A/B testing is closely related to multivariate testing, which involves testing multiple elements at once. Additionally, A/B testing can be used in conjunction with other optimization techniques such as personalization and segmentation.