Marketing

How do we deliver results with A/B Testing?

30 October 2019

websites, strategy, customers

Understanding customers’ needs and how they’re using your website is a must. That will help you improve, and ultimately, drive sales. One way to understand what resonates more with your audience is to run A/B tests. A/B testing is about isolating, and testing, one variable on your webpage at a time.

There are three high-level things you can test: copy, design, and offering. You can test everything from headlines, to the color of different buttons, but the four best places to start are copy length, headlines, calls-to-action, and images. These results will give you the most insights into your user behavior.

Once you’ve decided on a test, you create two different versions—for example, an A version with one image, and a B version with a different image. You then serve the two versions to audiences equally—50/50—and see which performs better. That gives you the results of your A/B test.

A/B testing gives you a way to methodically make decisions about your website and improve your overall performance.

Published By

Hannah Warne

Hannah is a copywriter, content marketer, and journalist living in New York City. She has worked across industries including luxury, retail, and real estate crafting memorable copy and compelling stories for some of the world’s most recognizable brands.

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