What is A/B testing in copywriting?
A/B testing is running two versions of an ad, email, or page that differ by a single variable, then measuring which performs better. The point is to learn what moved the number, which only works if only one thing changed.
The common mistake
Changing the headline and the image at the same time. One version wins, and you’ve learned which ad is better but not why. Holding everything constant except one variable is slower, and it’s the only way a result carries into the next campaign.
Example
The SHI International LinkedIn ads were built in pairs, each testing one thing: social proof against savings in the headline, red against blue in the creative.
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