What is A/B testing?

A/B testing (bucket test/split-run test) is a randomized form of Website user testing that compares two user experiences separated by one small variant. The testing is used to optimize Websites for the best user experience.

How A/B testing works

  1. Comparison

    A/B testing shows two versions of a Webpage or app to users and tracks which one performs better. The process is used to optimize Webpages and apps to offer the best possible user experience for site visitors.

  2. Statistical analysis

    A/B testing collects data about user behavior and tweaks Webpage design to align with an organization’s Website conversion goals. A/B testing is often conducted with the objective of converting site visitors into consumers who will purchase a company’s products.

  3. Headlines and site design

    A/B testing involves tweaking content as well as page design to optimize user experience. For instance, two versions of a Webpage with different content headlines will be randomly presented to visitors and testing will track which headline performs better based on user response.

Why A/B testing matters

  1. Constant improvements

    A/B testing can be used to constantly improve site performance and experience for site visitors. It is a sure-fire method to better understand user behavior and tweak Webpages to help companies achieve their online business goals.

  2. Data-driven

    A/B testing is all about data. It involves updating Websites and pages based on real consumer behavior and how users are navigating a Website. It can be a key driver of content development and Web design strategy.

  3. ROI

    Investments in A/B testing can pay off in site design and launch, reducing programming costs in the long-term. It can help prevent the need for major changes to a Website after launch and increase the life cycle of a site.