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.
