In A/B testing, which elements can be tested?

• A. Only headlines
• B. Only images
• C. Headline, image, or video
• D. Only price

Answer: (C)

A/B testing compares two or more variants to see which one delivers a better result for a chosen metric, like click-through rate or conversions. In ads, the elements that users actually see and can be swapped are the creative components, so you can test different headlines to see which wording resonates more, different images to see which visual performs better, or different videos to compare engagement and conversions. These are the parts you can change without altering the entire campaign structure, making it possible to attribute performance differences to the specific element being tested. Price isn’t a creative element you test in this context, and limiting tests to only one element would miss other impactful options.