A/B test
Also known as: Split test
An A/B test compares two versions of something by showing each to a portion of the audience to see which performs better.
An A/B test (split test) pits two variants — of a page, headline, email, or button — against each other with live audiences split between them. By measuring which version drives more of the desired action, you let data, not opinion, decide.
The discipline is to change one element at a time so the result is attributable, and to run the test long enough to be confident the difference is real. A/B testing turns marketing into a process of steady, evidence-based improvement.
Conversion rate
Conversion rate is the proportion of people who take a desired action out of the total who had the opportunity to.
Call to action
A call to action is a prompt that tells the reader exactly what step to take next, such as buy, sign up, or download.
Email sequence
An email sequence is a series of pre-written emails sent automatically over time after a subscriber takes a triggering action.
Put A/B test to work this week.
Knowing the term is step one. The Apex membership ships the systems, templates, and AI assistants that turn concepts like this into a running operation — done for you.