A/B testing, also known as split testing, is a controlled experiment that compares 2 versions of a sales or marketing asset to determine which one performs better against a specific goal. Each version is shown to different segments of the audience, and performance is measured using key metrics such as click-through rate, reply rate, and revenue per lead.

Marketers and sales teams use A/B testing to optimize conversion rates, improve messaging, and make data-driven decisions.

Sales-wise, A/B testing can be applied to subject lines in cold outreach, pitches, pricing models, and call-to-action phrasing.