A/B-testing as an efficient tools for digital marketing

Abstract

The subject of the research is a set of approaches to A/B split testing of thesite in the framework of the company’s digital marketing strategy implementationin the Internet. The purpose of writing this article is to study the main approaches to implementing A/B split testing as an effective tool for improving the conversion of a company website. Methodology. The research methodology is to use asystem-structural and comparative analysis (for the formation of the company’sweb resource effective functioning mechanism); monographic (when studying themethods of A/B split testing of the of the company site main elements); economicanalysis (when implementing a conversion estimate as a result of using a varietyof site elements). The scientific novelty consists the features of A/B split testingin modern conditions as an important digital marketing component in the processof constructing effective communication between the company and its target audience. The main elements of a web site tested to determine the optimal option fora positive perception of the target audience are considered. The main services andprogramming languages used for conducting split-testing of sites are investigated.Conclusions. The use of A/B split testing as part of the digital marketing strategy implementation will allow the company to enhance communication with thetarget audience through site optimization, which ultimately has a positive effecton conversion growth.