A/B Testing
Definition
A method of comparing two versions of an ad, landing page, or email to see which performs better. In film marketing, you might A/B test two different poster images, two trailer cuts, or two ad copy variations. The version with the higher CTR or conversion rate becomes your primary creative. A/B testing removes guesswork from campaign optimization.
Example
You run two Facebook ads: one with your theatrical poster and one with a behind-the-scenes photo. After 3 days, the behind-the-scenes photo has a 2.1% CTR versus 1.3% for the poster, so you switch your budget to the winning creative.
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