A/B or split-run testing is the process of analysing two versions of a single page. It’s a test to check which design or functional optimisations have the most impact on the performance of a page.
A/B testing is essentially a statistical experiment where two or more variations of a page are shown to users at random to find out which elements boost the conversion goal.
It’s important to define the goal of the page before starting an A/B testing experiment. It can focus on the click-through-rate (CTR), sales, contact forms completed, and so on. With that goal in mind, you can test different versions of images, copy, calls-to-action, personalised content, or other page elements.
It’s most common to test one element at a time, but advanced tests like multivariate testing allow you to experiment with more elements simultaneously.
Efficient decision-making: A/B testing is great to prove gut feelings right or wrong, or resolve discussions based on personal taste.
Validation of your goals: Setting up A/B tests for a page forces you to think twice about the results you want to achieve with that particular page or element.
Continuous optimisation: Having a testing mindset helps to create a roadmap of experiments and continuous optimisation to achieve your goals.
Fast setup: AB-testing allows you to test changes in a fast way without having to go through long development cycles first.