One of the exciting aspects of digital marketing communications is that anything can happen. Consumers may be attuned to one campaign and not the other. The trouble is that as marketers we don’t always know what works. Finding the “sweet spot” of generating clicks, views, conversions, etc. can be difficult. A/B testing is an efficient way to find the sweet spot and continue to improve performance. A/B testing is a method that can be used across most channels to identify a more effective way to communicate with customers and impact the performance of a campaign.