Terms and definitions in messaging

Multichannel messaging service is based on a variety of telecommunication and Internet technologies. In the description of services, we often use abbreviations that may not always be known to you. Here we have compiled a glossary of terms and definitions used in the industry.

A/B Testing

A/B testing or "split testing" is a technique used by marketers to measure and quantify the effect of a variation between two test emails, web pages, landing pages, web forms, and more. The change in impact is measured in parameters such as open rates or click-through rates, form submissions, etc.

Messaggio tests one variation against another (hence “A/B testing”) and track the metrics that prove the effectiveness of each option. The “winner” is then tested against the next option and so forth. And we keep testing to see which of the improvements affect user behaviour for the better.