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
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.
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.
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
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.
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.
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.