A/B Testing
A/B testing (split testing) is a method of comparing two versions of a webpage, email, or other asset to determine which performs better. Traffic is split between variant A (control) and variant B (treatment), and statistical analysis determines which version produces better results. Common A/B test elements include headlines, CTAs, images, email subject lines, and page layouts.
Related Hivanced Feature
Mailing A/B TestsRelated Terms
Conversion Rate
Conversion rate is the percentage of visitors or leads who complete a desired action, such as making a purchase, filling out a form, or subscribing to a newsletter. It is calculated by dividing the number of conversions by the total number of visitors and multiplying by 100. Improving conversion rate (CRO) is often more cost-effective than increasing traffic.
Landing Page
A landing page is a standalone web page designed for a specific marketing campaign or goal. Unlike regular website pages, landing pages focus on a single call-to-action (CTA) and minimize distractions. They are used for lead generation, product launches, event registration, and paid advertising destinations. Effective landing pages match visitor intent and have clear value propositions.
Email Open Rate
Email open rate is the percentage of recipients who open an email campaign. It is calculated by dividing unique opens by the number of delivered emails. While open rate tracking has become less accurate due to privacy changes (like Apple Mail Privacy Protection), it remains a useful directional metric for subject line effectiveness and sender reputation.