Leveraging Machine Learning for A/B Testing a...

Leveraging Machine Learning for A/B Testing and Conversion Rate Optimization in Digital Marketing

Author Name : Sushira Somavarapu, Om Goel

ABSTRACT In the rapidly evolving landscape of digital marketing, A/B testing and conversion rate optimization (CRO) have become indispensable strategies for enhancing user engagement and driving business growth. Traditionally, these techniques rely on human intuition and static statistical methods to analyze test results and implement changes. However, the introduction of machine learning (ML) has revolutionized these processes, offering more precise, scalable, and dynamic solutions.