Web Tip – How to Measure Statistical Significance of Your A/B Tests

As marketers, we always want to be testing to see what creative content fits our audience best. Is it a sneaky subject line that entices email opens? Or a particularly good call to action that gets the click on a landing page? Multivariate, or A/B testing, is a great way to test and see what works and doesn’t. “Success” can be measured in numerous ways, but the results should be significant. If you’re scratching your head because we lost you at multivariate, read on to learn what A/B testing is and how you can measure the statistical significance of your tests.