AB testing is a process that shows you two variations of the same website at the same time, with different subdivisions for website visitors, and compares which one has the best performance.

In the online world, the number of visitors to your website equals the number of opportunities to help expand your business by acquiring new customers and building relationships with existing ones.

Different rates determine whether your website receives as much useful traffic as possible, which translates into even more visitors.

Businesses want visitors to make a large number of purchases on their website, which also increases conversion rates.

With regular AB testing, the landing page that gets the most conversions gets the best position, which also helps you optimize your site for better results.

Conversion parameters are unique to each website. AB testing is one of the components of a comprehensive conversion rate (CRO) process that allows you to gather both qualitative and quantitative user knowledge and use it to understand your potential customers and optimize your conversion funnel based on that data.

How Does AB Testing Work?

In AB testing, you take a webpage and then create and modify another version of the same page. This change can be very simple, whether it’s just a change of title and button, or a complete redesign of the page. And now half of your site traffic is on the original version of the page and the other half on the second modified version of the page.

As visitors are offered control or variation of your pages, data about their relevance to each user experience is measured and collected, as measured by the dashboard and analyzed through a statistical engine.

Why Should You Take an AB Test?

While B2B companies today are dissatisfied with their monthly sales results, e-commerce companies are once again struggling with a high dropout rate. While media companies and publishers suffer from a small audience. These main rates are affected by a number of common problems, such as leaving payment slips, and so on.

This method of introducing changes to the user experience allows you to optimize your pages to achieve the desired results and take extremely important steps toward an even more effective marketing campaign.

Through ad copy testing, marketers can learn which landing pages have more clicks. With the help of continuous landing page testing, they can learn which designs are most effective at converting visitors into customers. You can actually reduce the amount you spend on your overall marketing campaigns by making every detail work as efficiently as possible for you to drive new customers to your site.

AB testing is also used by product developers and designers to demonstrate the impact of new features or changes to the user experience. AB testing can help optimize product integration, user engagement and in-product experiences if your goals are clearly defined and you have a clear hypothesis.

What Are The Best AB Test Elements?

Some marketing elements have a greater impact on conversions than others. Perhaps changing one word in the email text doesn’t have much of an effect on conversions or different parameter rates.

If you’re running out of time, focus on the elements that have the most impact on the page. To give you an idea of what you should pay the most attention to here, let’s review the most influential elements of AB testing.

Headings and text creation

 Your title is the first thing people see when they come to your website. If it doesn’t get the attention of your visitors, they won’t stay there.

Another aspect of text creation is its effect on conversions. Such as what text you use on your CTA (call-to-action) button or anchor text for a CTA link.

For example, experiment with different lengths of sections or levels of persuasion. Do your audiences prefer a more difficult or easier approach?


Your CTA call to action tells readers what you want them to do. All of this should seem extremely appealing to the reader and have too much value for them to resist.

Even changing one word in your CTA can have a big impact on your conversion rate. In addition, the color, contrast, size, and style of the button and text can affect performance.

Do not change multiple values during a single A / B test. If you’re interested in testing the background color, don’t change the color of both the font and the link. Otherwise, you don’t know which value changed your A / B test data.

Pictures, audio and video

Since I know I can’t reach every target audience through SEO-optimized text, I also create podcasts, videos, and infographics.

If you have an extensive collection of videos, it’s a great idea to compare video testimonials to written or short infographics for longer versions.

If you don’t already have a video channel or resource page, even stock images can affect your A / B test. Like, for example, if you have a photo of someone pointing to your title or CTA, that image will naturally draw viewers to that element.

All of these current A / B testing experiments can help you figure out what your target audience is responding to.

Subject lines

Email address lines directly affect open rates. If the subscriber does not see anything of interest to them, the e-mail message will most likely find itself in the trash. 

According to recent studies, the average open rate across several industries is 24-48%. Even if your percentage is above average, only half of users can open your email.

A / B testing topic lines can significantly increase the chances that people will click on them. Try questions about statements, test power words against each other, and consider using topic lines with and without emoticons.

Content depth

Some consumers prefer high-level information that gives them a cursory overview of some topics, while others want to dive into the depths to fully understand all the details. In what category are your targeted customers?

Test the depth of your content by creating two pieces of content. One of them is considerably longer than the other and provides you with more information.

Content depth affects both your SEO and your various parameters such as conversion rate and time on page. A / B testing can help you find the perfect balance between them.

Not only does this apply to informative content such as blog pages, but it also has a serious impact on landing pages.

Product descriptions

The opposite can be said for product descriptions.

For e-shops, short product descriptions usually work best. Consumers are interested in simple and easy-to-acquire content that gives them a good overview of the product.

You can see short product descriptions on several massive sites such as AlibabaAliExpressAmazon, Etsy and more.

If you ask me, there could be more white space for this product description, but it is still short and easy to read.

But if it is a much more complex product, such as a jacket, you will have to go deeper into the details. Compare short and long descriptions to see which one has the best performance.

Even something as simple as intermediate commas can affect conversion rates.

Social proof

You are aware that 70% of consumers rely on the opinions they read from online surveys to make further purchasing decisions.

By displaying social proofs on your landing pages, product pages, and other marketing tools, you can increase conversions, but only if you present them in an impressive way.

Email marketing

AB testing of marketing emails is very easy. Just get version A to 50 percent of your subscribers and version B to the rest.

As mentioned earlier, even the slightest change to your registration form or landing page can significantly affect your conversion rate.

Let’s say the AB test lasts 20 days and 6,000 people see every variant of it. If version A outperforms version B by 74 percent, you know you’ve found just the right item.

Media references

It feels great when your company, product or service appears in a publication, be it online or offline. You want people to be aware of all this, but it also means presenting information clearly and effectively.

Landing pages

Your landing pages must be converted by users to whatever offer you make to them. If they do not, you will lose potential sales of the submitted product.

The following image shows which area of your landing page people click the most. Gathering data before the AB test makes your hypothesis much more accurate, and tells you which elements are most important for testing.

Now you can see where people are directing their attention so you can put your most important element there, such as CTA.

How to Do an AB Test?

There’s nothing complicated about A / B testing, but you need a solid strategy before you can do it. Hypothesis. Which version of a website marketing tool do you think works best and why?

You can also start by asking – why doesn’t my landing page convert visitors into buyers? Your site may have significant traffic, but at the same time almost no CTR or click-through-rate. In this case, making changes can help you gather data to help improve your user experience.

Before taking the A / B test, you must first understand how your pages work. Use something like Google Analytics to track traffic, referring sources, and other valuable information.

Individual recordings of visits can also be useful for you. By looking more closely at what your visitor is doing on your page, it gives you a more accurate idea of where visitors are having trouble.

With the knowledge you gain about how your customers are responding to your current marketing strategy, you can begin A / B testing to boost your conversion rate and increase your profitability.

Choose what you want to test

Start with a single item you want to test. Make sure it is important for any parameter you want to improve.

As such, if you’re trying to generate more organic traffic, focus on the element that affects SEO, such as the length of your posts. To optimize your conversion rate, you can start by creating a headline, video, or CTA.

Set your goals

What do you want to achieve with your A / B test? Interested in improving your conversion rate? Better sales results? Longer stay on the page?

First, focus on one single parameter. You can always run the A / B test again later and review other necessary parameters. By focusing on one and the only parameter, you get a clearer set of data.

Analysis of data

Review your existing data using the freely available tool Google Analytics. This tool allows you to determine the current status of the page and what adjustments you should make to the parameters.

Select the page you want to test

Start with the most important page. This could be your homepage or a high-traffic landing page. Whatever it is, but in any case, it should have a significant impact on the end result of your business.

Set items to A / B test

Choose which elements you are testing A / B (remember that there are existing ones that you may be interested in changing to see if your parameter data improves) and in what order. Start with the elements that you think will have the greatest impact on the targeted parameter.

Create a landing page or ad

Next, create a winning landing page or ad. Edit only the item you changed in the previous step, and make only one change.

However, if you are testing CTA, also change the background color, font color, button size. Leave everything else as it was before and the winning ad.

Choose the best A / B testing tools

Which one is the right tool depends primarily on what you are testing with it. When you test emails with A / B, most email service providers have built-in testing tools.

Design your own A / B test

Depending on the tool you use, you can have a huge impact on test design. There are situations where you need to determine how long your A / B test should last, from which device you want to collect data, and so on.

Data collection

This is called the wait-and-see period. Data is collected automatically with various A / B test software. You can monitor your test process in real time, and when the test is complete, you’ll see how many people have visited your pages, what device they used, and more.

Analysis of A / B testing statistics

Now sum it all up to see which of the pages came out as the winner. Finally, once you’ve figured out which version your audience liked best, you can start the same ten-step process again between new versions.

How Long Should A / B Tests Run?

For most A / B tests, duration is less important than statistical significance. If you have run your A / B test for only six months, with only 20 people visiting this page, you will not have enough data to submit. There are simply too few indicators to draw conclusions from.

However, at this point, your test should run long enough that there is no evidence of convergence of results. This happens when you initially see a noticeable difference between the two different options, but which disappears over time.

If you see an approach during the test, you may conclude that the variation did not significantly affect your metric.

A / B testing over several months will give you good enough results, as long as you have consistent traffic.

See different examples of the A / B test from different websites. Many companies post found materials on marketing blogs like this so everyone else can help.


After reading this in-depth A / B testing article, you should be fully equipped to plan your optimization. Follow each step carefully and be wary of the smallest errors you may face at some point if you do not provide the value you need for your data. When it comes to improving your website’s conversion rate, A / B testing is the best way to do it.

Carrying out A / B testing with full commitment and knowledge can significantly reduce the risks and responsibilities involved. It also helps to significantly improve the user experience of your website by removing all broken links and your most optimized version of your website.

If you found this material helpful, pass this knowledge on to other marketers without getting into bigger trouble.


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