A/B testing, also called “split testing,” is a way to compare two versions of a website or app to see which one is better at reaching a certain goal, like making more sales or getting more leads. It is a type of experiment where two versions, A and B, of a website or app are tried with different design elements, content, or features to see which one works better.
A/B testing can be done on any digital product, such as websites, landing pages, emails, mobile apps, and more. The testing process can be done by hand, with a coder coding and deploying each version by hand, or it can be done automatically with A/B testing tools.
The goal of A/B testing is to find out which version of a website or app makes users more interested, leads to more sales, and works better overall. Businesses can improve the user experience, raise conversion rates, and reach their marketing goals by comparing different versions of a website or app.
A/B testing can be used for a variety of elements on a webpage or app, including:
Headlines
Copy
Call-to-action buttons
Images
Layouts
Navigation
Forms
Pricing
Here’s an example of how A/B testing can be used:
Let’s say a business wants to get more people to sign up through the sign-up form on their website. They make two versions of the form, A and B, that look and read differently. Half of the people who visit the page see version A, and the other half see version B. This is done randomly. The behavior of both groups is tracked and analyzed to determine which version leads to more sign-ups.
If version A leads to a 10% sign-up rate and version B leads to a 15% sign-up rate, then version B is thought to be more effective. Then, the company can make version B the default version of the form to get more people to sign up and reach their marketing goals.
A/B testing is a great way to improve the performance of digital assets and make them work better. Businesses of all kinds use it to increase conversions and reach their marketing goals.