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Glossary overview

A/B Testing

Armin Gögele, last updated on June 14, 2023


A/B testing (or split testing) is a practice used in marketing to compare two (or more) versions of a single variable and determine which of the two variants performs better and is more effective. It is most often associated with software development, web design, or marketing campaigns. The different versions are tested on separate target groups. The reactions of each group are then analyzed to determine the version that produces better results.


Benefits of A/B Testing in Hotel Marketing

  • Optimization of marketing initiatives
  • Increased conversions in the form of inquiries, bookings, and product purchases
  • Enhanced newsletter registrations
  • Generation of traffic
  • Understanding customer preferences and needs

The most important questions about A/B-Testing

Why are A/B tests important in hotel marketing?

A/B tests allow for testing and comparing different versions of marketing campaigns or strategies. By comparing variations such as slogans, images, or call-to-actions, it is possible to determine which version performs better, resonates with the target audience, and achieves the desired results. A/B testing provides clear quantitative results to make informed decisions.

How to conduct A/B tests properly?

To conduct A/B tests effectively, it is important to define clear goals and carefully select variations to test. For example, if the aim is to increase newsletter sign-ups, different variations of sign-up forms can be created and tested in an A/B test. Visitors are then divided into control and test groups to collect and analyze data, comparing the performance of the variations using relevant metrics such as clicks, conversion rates, or time spent. Based on the results, the preferred variation can be implemented long-term.

How long should an A/B test run?

The duration of an A/B test may vary depending on the scope and objective. Typically, a test should run for a sufficient period to obtain meaningful results. A typical test duration ranges from a few days to several weeks.