What would be a primary reason to use A/B testing in a marketing campaign?

Using A/B testing in a marketing campaign is primarily focused on determining which version of a marketing asset performs better. This method allows marketers to assess two different approaches—such as email subject lines, design layouts, or call-to-action buttons—by releasing them to a segment of the audience simultaneously. By analyzing the responses and engagement rates from each version, marketers can base their decisions on data-driven results rather than assumptions. This leads to improved conversion rates, higher engagement, and ultimately better return on investment for the campaign.

The other options, while relevant to broader marketing strategies, do not align with the core purpose of A/B testing. Cutting costs on marketing materials, increasing the size of the marketing team, or analyzing customer complaints are not specific goals of conducting A/B tests; rather, they represent different aspects of marketing operations that do not utilize the controlled experimental framework that A/B testing offers.