Maybe version 1 works best, maybe version 2 may be slightly better, but you’re on the fence about which realistically yields good results. A/B testing is the practice of using different variations of online experience to determine which performs better by presenting each version to users at random and then analyzing the results.

It’s a good practice because it allows you to determine what changes should be made and what changes are actually yielding results.

“If you aren’t testing, you don’t know how effective your changes are. “You might have a correlation but no causation.” – Kyle Rush, VP of Engineering at Casper

But if you think A/B testing might be a little tedious, here are a few reasons why you should test your social media campaigns.