A/B Testing

A/B testing also known as split testing, is comparing two different versions of a web page to see which one performs better. Comparison of two web pages is done by showing the two variants which are denoted as A and B to similar visitors at the same time. The one that gives a better conversion rate is used on website.


E-commerce websites have a common goal for existence and A/B testing is needed as it helps web sites due to

  • eCommerce websites want visitors buying products
  • Web sites want visitors signing up for a trial and converting to paid visitors
  • Websites want readers to click on ads or sign up for subscriptions
  • Make more out of existing traffic.
  • The cost of increasing conversions is minimal even though the cost of acquiring paid traffic can be huge.

Every business website wants visitors converting from just visitors to something else. 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 the rate at which it converts visitors to goal achievers.


Almost anything on website that affects visitor behavior can be A/B tested. Some elements that can easily be tested are

  • Headlines
  • Sub headlines
  • Paragraph Text
  • Testimonials
  • Call to Action text
  • Call to Action Button
  • Links
  • Images
  • Content near the fold
  • Social proof
  • Media mentions
  • Awards and badges

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