What is A/B Testing?

A/B testing (also known as split testing) is comparing two versions of a landing page, web page or mobile app feature. The comparison is done to define which one is superior for a specific goal, usually revenue (in the case of products) or to improve a website’s conversion rate. A/B testing tests one or more changes in comparison to another one or more changes.

Investing time in setting up one, two or more versions (called variations) allows businesses to take the guesswork out of improving websites, landing pages or mobile app features. It’s one of the most popular methods for marketers to optimize products and allow visitors to determine the best option of the A/B test (experiment).

How does A/B testing work?

An A/B test is using a variation to test one or more common changes to the page and then gaining insight if the combination of the changes outperforms the original. A different category banner on the homepage and a call-to-action (CTA) in that banner is one variation with multiple changes but still an A/B test.

For example, a simplified A/B test that you can make using Convert Experiences A/B testing software is:

  • A – Original (no changes)
  • B – Variation 1 (testing banner color “green” and CTA text “Free Express Shipping, Click Here”)
  • C – Variation 2 (testing banner color “purple” and CTA text “Next Day Delivery, Click Here”)

When version C increases the revenue per visitor, there is new insight; the combination of the new banner color and the new CTA text “Next Day Delivery, Click Here” is the best combination for this audience.

Why You Need A/B Testing Software?

A/B testing tools like Convert Experiences allow you to set up experiments with a Visual Editor, give two URL’s or coding in jQuery. Visitors are then presented the variations in such a manner that they are not aware they are being tested. In addition, these tools can present the same version each time a visitor returns to measure the impact on unlimited amounts of goals – all within an easy to use interface. and receive the first A/B split test setup free.

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