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A/B testing

A/B testing, or split testing, is a marketing technique of comparing two versions of your e.g. website, page, app, or site element to evaluate which one works better on the same audience. As you run the experiment, users see two or more variants of the same page, button, email copy, etc. Then, with the help of statistical analysis you can identify which version performs better in terms of conversions.

Keep in mind the timeline for running the test is an important factor. Plan your test to cover full weeks and last a minimum of two weeks. If traffic volumes are small, then extend this timeframe. Don’t forget about supporting your tests with a specified thesis.


To learn about best tools for A/B testing, read our article: Best 10 A/B testing tools for 2023: Google Optimize

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