A/B testing is a simple way to test changes to your page against the current design and determine which ones produce positive results.
A/B testing is exactly what it sounds like: you have two versions of an element (A and B) and a metric that defines success. To determine which version is better, you subject both versions to experimentation simultaneously. In the end, you measure which version was more successful and select that version for real-world use.
A/B testing isn’t a buzz term. A lot of savvy marketers and designs are using it right now to gain insight into visitor behavior and to increase conversion rate. And yet A/B testing is still not as common as such Internet marketing subjects as SEO, Web analytics and usability. People just aren’t as aware of it. They don’t completely understand what it is or how it could benefit them or how they should use it.
It is a method to validate that any new design or change to an element on your webpage is improving your conversion rate before you make that change to your site code.
- Testing takes the guesswork out of website optimization and enables data-backed decisions that shift business conversations from “we think” to “we know.”
- By measuring the impact that changes have on your metrics such as sign-ups, downloads, purchases, or whatever else your goals may be, you can ensure that every change produces positive results.
Measured data speaks for itself. You have hunches about how site visitors will respond to certain design elements; A/B testing allows you to show visitors two versions of the same page and let them determine the winner.
Constantly testing and optimizing your page can increase sign-ups, leads, reservations and sales, while providing insight about visitors.