A/B Testing

A/B testing is a method used to compare two versions (of website landing pages, email copies, ads, product features, etc.) to find out which one is received better by consumers. It takes the guesswork out of deciding what will work best: instead of hoping what you choose is the best version, you have exact data to confirm which option performs better.

A versus B

So, what exactly does A/B testing entail? 

At its core, it is sending or sharing two versions of the same copy/website/advertisement with just one difference between versions A and B, and comparing the results depending on the goals of the experiment. Usually, the open rate, click-through rate, and conversions are compared.

An A/B test can be as simple as making one call-to-action button orange and the other one blue. Everything else in these two versions is identical. If more people click on the orange button than the blue, you will know that an orange CTA button will bring you a higher click-through rate among this audience. 

email a/b test example
A classic example of email CTA A/B test

A/B testing takes assumptions out of the equation and gives you an objective answer on how you can change your copy to get better results. A/B testing can also be applied to product features to determine possible improvements. Different audiences respond to different things, and guesswork is not a risk you should take. 

Why you should A/B test

First of all, A/B testing is an affordable way to figure out how to improve your copy or product to achieve the best possible results. Anyone can A/B test their email, ad, UI, etc., with little extra effort.

Secondly, while it may take a few trials, in the end, you will find the most effective variation of your copy or product and get valuable insight into what your audience prefers, giving you an advantage in the future. 

How to do A/B testing

To do A/B testing correctly, you should only ever test one variable (change) at a time. Testing more than one variable at a time won’t show you which change is responsible for the achieved result. 

The variables you can test are limitless. Colors, headlines, words, phrases, images, copywriting formulas, videos, icon placements, and a million other things can be changed and tested to see what leads to higher conversion rates and better CTR. 

Here’s how to start:

It’s easy as ABC

As you have read, there are several steps to successfully running an A/B test, but none of them are particularly hard, or at least not hard enough to abandon the method – and it is certainly better than blindly making changes and just hoping they work. 

A/B testing is a very effective tool in many aspects of consumer interaction and will help you understand better what works and what doesn’t, which is extremely important in making future decisions.


Credits: Written by Amanda Clevinger from Snov.io (https://snov.io/glossary/a-b-testing/)