incrementalitetvsa/b-testing

Incrementalitet in marketing and digital strategy refers to measuring the true additional impact of a specific action or campaign beyond what would have happened anyway. A/B testing, when designed and analyzed with incremental measurement in mind, isolates the causal effect of a change by comparing a treatment group against a control group, thereby quantifying the incremental lift attributable solely to the tested variant. Practically, this means that A/B testing provides the experimental framework to accurately capture incremental gains in conversion, revenue, or engagement by controlling for external factors and baseline trends. Without focusing on incrementalitet, A/B test results risk being misinterpreted as absolute improvements rather than net new value generated. Thus, incrementalitet is the conceptual goal, and A/B testing is the methodological tool that enables marketers and strategists to validate and optimize for true incremental impact, ensuring resource allocation and strategic decisions are based on what actually moves the needle beyond existing performance.