Is A/B Testing Dead?

Marketers know that practical experience outweighs theoretical knowledge when it comes to engaging customers. Despite the brilliance of campaign ideas, the only way to truly gauge their effectiveness is by testing them with real customers.

Traditionally, marketers have relied on A/B testing for this purpose. However, A/B testing has its limitations.

This is why:

• Problem #1: A/B testing is slow. Dividing customers into segments, running tests, and waiting for data to come in takes time. By the time results are obtained, markets may have shifted, rendering the data less relevant.

• Problem #2: A/B testing doesn’t scale. Testing multiple variables for each segment quickly becomes impractical, leading to incomplete testing and less effective campaigns.

• Problem #3: A/B testing lacks personalization. While it may identify the most popular option overall, it fails to cater to individual customer preferences, resulting in a less engaging experience.

The Solution?

The solution lies in:

• continuous experimentation

• continuous learning

So simple so good!