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A/B testing

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.

At Leap Forward, we believe research is essential to gain a deeper understanding of your audience and to discover opportunities for service and product improvements. There are various ways to conduct research and gain much needed insights for further innovation, and A/B testing is one of them.

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.

A/B-testing is an efficient and highly flexible way to validate your business goals, make efficient decisions and optimize your marketing efforts.


Some benefits

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.

Want to know more about A/B testing?