A/B testing (sometimes called split testing) is a method of comparing two versions of a Web page to see which offers better performance.
Every company that owns a website wants users to convert from mere visitors to qualified leads.
The rate at which a website is able to do this is its conversion rate.
Measuring the performance of a variation (A or B) means measuring how quickly it converts visitors into targets.
The one that gives a better conversion rate wins!
All websites have a purpose, a reason they exist: e-commerce sites, for example, require visitors, through a CTA, to purchase products; blogs or online newspapers want readers to click on ads or sign up for paid subscriptions.
Why do the A/B test?
Through A/B testing you can determine whether the change in experience had a positive, negative or no effect on visitor behavior.
Beyond answering a specific question or solving puzzles, A/B testing can be used consistently to continuously optimize a given experience, improving a single objective such as conversion rate over time.
Let’s take an example: aB2B company might want to improve the quality and volume of its sales leads from campaign landing pages.
In order to achieve this goal, the team should A/B test changes to the title, images, form fields, call-to-action, and overall page layout.
It is possible to test almost any element of a website that directly affects visitor behavior.
A/B testing allows you to get more out of your existing traffic.
The return on investment (ROI) of A/B testing can be enormous, as even small changes on a landing page or website can result in a significant increase in leads generated, sales and revenue.