A/B testing (also known as split testing) allows you to compare two variants (A and B) of pretty much anything to find out which option performs best.

A/B tests are often used on email subject lines, pop up offers, site design, product descriptions, headlines, ads, the sky's the limit here.

If half your traffic sees variation A and the other sees B, you’ll be able to make decisions based on data rather than just a gut feeling. Whichever version gets more engagement is your winner.

Here’s an example: Let’s say you’re trying to build your email list and you’re not sure whether you should offer 10% or a flat $10 off a new subscriber’s first purchase.

This is the perfect use case for an A/B test. Half your site visitors will see the 10% option, while the other half sees the $10 off option. You’ll get a sense of which version performs best based on the number of email addresses you capture from each. Then you can switch over full-time to the winning variation and grow your list even faster.