A/B testing

A/B testing, also known as split testing, is a fundamental tool in improving and optimizing a website or user experience. It allows businesses to make careful changes to their user experiences while collecting data on the impact of these changes.

In an A/B test, you take a webpage or other user experience and modify it to create a second version of the same page. This change can be as simple as a single headline or button, or be a complete redesign of the page. These two versions, A (the original) and B (the modified version), are shown to similar visitors at the same time.

The goal is to see which version is more effective in driving conversions, whether that’s clicking a button, making a purchase, signing up for a newsletter, or any other action you want your visitor to take.

By showing these two variants to similar visitors, you can use statistical analysis to determine which version performed better for a given conversion goal. Running an A/B test that directly compares a variation against a current experience lets you ask focused questions about changes to your website or app, and then collect data about the impact of that change.

A/B testing allows you to make more out of your existing traffic and helps you increase your conversion rate without having to invest in acquiring new users. It can give you a huge advantage in a competitive online space.