Intro to A/B Testing

Your website, like any part of your business, should have clear goals. Common goals for websites include getting people to sign up to email lists, to buy something, or fill in a contact form. But how do you improve the performance of your website so that you can achieve these goals better? The answer is A/B testing.


What is A/B Testing?

In an A/B test you typically compare two versions of a web page to see which one performs better. These pages may be identical except for one specific element that you want to test, or they might be completely different designs. Software is used to randomly split your audience between the two pages and analyse the performance.



What can you test?

You can test anything, but while websites with sufficient volume will do so, for most businesses this doesn’t make economic sense. Testing itself is now fairly easy and doesn’t require too much technical knowhow. The real art, however, lies in knowing what to test, which variations to try and how much testing is going to be worthwhile.
Common things to test include Call to Actions (CTA’s), headlines and subheadings, images, layout and length.


The A/B testing process

When carrying out testing, there’s no need to reinvent the wheel, follow a tried and tested (excuse the pun) scientific process.



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