MARKETINGGlossary

A/B testing

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PPC and SEO Marketing
A/B testing (split testing) is a way of making decisions based on data rather than intuition. You don't know which button will work better: red or green. You show a red button to half of the users and a green button to the other half and see which one gets more clicks.

What can be tested?

You can test any element that affects conversion: • Headings (which text sticks better) • Buttons (CTA) (color, size, text: "Buy" vs "Access") • Images (photos of people vs abstract graphics) • Forms (3 fields to fill in vs 5 fields) • Prices (display $99/month vs $1188/year)

The main rule: only one element changes in one test. Otherwise, you will not understand what exactly improved the result.

How does an A/B test work?

1) Put forward a hypothesis ("If you make the form shorter, the conversion will increase"). 2) Create option B. 3) Launch 50/50 traffic through special software (for example, VWO or Google Optimize). 4) Wait until a statistically significant amount of data is collected. 5) Leave the winning option.

Why is this important?

01Increase in profit

Changing one word in your headline can increase conversions by 15%, resulting in thousands of dollars in additional revenue for the same ad budget.

02Reduction of risks

Before a global site redesign, you test it on 10% of your audience to make sure it doesn't crash sales.

/ FAQ

Depends on the traffic. Hundreds (or thousands) of conversions are needed for reliable results. It can take from 2 weeks to a month.

/ Related terms

CROConversion (Conversion)Landing Page
A/B testing
/ A/B testing

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