A link to an article that was written by our team a short time ago:
Experimenting in marketing seems strange to some and making a hypothesis in marketing sounds crazy, or does it? So what is A/B testing? A/B testing is the comparison of two versions of something, where one version is slightly different. In the web world we could be talking about emails, landing pages, the text of a Call To Action (CTA) button just to name a few. In every experiment you need a hypothesis so lets play a game with an email.