什么是 A/B 测试？

A/B testing, also known as split testing, is a method of comparing two versions of a single variable to determine which one performs better. In marketing, this often involves comparing two versions of an ad, landing page, or email campaign that differ by only one element (e.g., headline, image, call to action) to see which version yields better results. This allows marketers to make data-driven decisions to optimize their campaigns. The other options describe brand recall metrics, top-of-mind awareness, and brand attitude surveys, which are different types of marketing research and measurement techniques, not A/B testing.