A/B Testing

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A/B Testing

What Is A/B Testing?

A/B testing is the process of testing variations of web pages, which are shown at random to a group of users, and using statistical analysis to determine which variation performed best.

The Difference Between A/B Testing and Split Testing

Many marketers make the mistake of believing that the two terms are the same.

But here's the truth:

In split testing, you run a test on two completely different versions of your web pages or website. This method isn't to determine whether you should keep or change a single element. It's more useful in making more important decisions such as which design to use on your website.

In A/B testing, however, you'll only be making minor changes to your original version. For example, you can change the hierarchy of your elements, highlight a few words, or change the colour of a button.

landing page example call to action - a/b testing

Why Is A/B Testing Important?

There isn’t a single company on earth today that’s completely satisfied with its conversion rates

There’s always something to improve to grow the business and make more profits.

A/B testing allows any company to achieve that.

Creating a website is only the beginning of your marketing journey. Your web pages need to be continuously improved to allow you to reach your business goals. 

Yet, making random changes won’t get you anywhere.

A/B testing is all about taking small calculated risks that have a high chance of success. Those minor changes will help you reduce bounce rates, improve dwell time, and increase conversions.

How to Run an A/B Test?

The first step to running an A/B test is identifying the problem and hypothesising on how you can solve it.

You may find that some of your most popular pages have a high bounce rate. And that will get you thinking about identifying the reason so you can find a solution.

Then, you need to set a goal for optimising your web page, and it often has to align with the problem. 

For example, you can try to decrease bounce rate by showing less irrelevant information.

After that, you'll start creating variations and making small changes. Some elements that you can change in your web pages include:

Once the two pages are ready, run the experiment.

There is no universal duration for how long you should run your tests, it will be dependent on your needs.

Bear in mind though, that you’ll have to drive enough traffic to your testing pages, at different times of the day, to make sure you're running an objective experiment.

You can analyse your results once the test is finished. And according to your initial aims, you'll know which page performed better and go with it.

Some Tools To Help You With A/B Testing

Hereare some A/B test tools to help you optimise your web pages:

  • Google Analytics & Google Optimize
  • Adobe Target
  • VWO
  • Optimizely
  • Unbounce
  • Evergage
  • Leadformly

How Can We Help?

Want a helping hand with making the right tweaks to your site? Get in touch and we can set you up with a team that can walk you through the process of A/B testing.