A/B testing, also referred to as split testing, is a randomized experimentation process in which two or more variations of a variable are displayed to various groups of website visitors simultaneously to see which version has the most significant impact and influences business metrics.

A/B testing ultimately eliminates all uncertainty from website optimization and enables seasoned optimizers to make decisions supported by evidence. The original testing variable, or “control,” is referred to as “A” in A/B testing. In B, the word “variant” is used to refer to a fresh iteration of the first testing variable.

CRO refers to improving your online funnel, including your emails, landing sites, checkout process, etc., to attract more customers. Though, you don’t frequently consider AB testing your material.

We seldom see the same dedication to testing, tracking, and optimizing that takes place elsewhere in marketing when it comes to content-driven marketing. The incorrect material can be lowering your conversion rates because it might be discovered at the top of your sales funnel.

How to conduct an A/B test?

By identifying the most critical areas that require optimization, a systematic A/B testing program can increase the profitability of marketing initiatives. A/B testing is evolving from a one-off, unstructured activity to a more continuous and structured one. It should always be carried out as part of a clear CRO approach. It generally entails the following actions:

Step 1: Research

One must thoroughly investigate the website’s existing performance before developing an A/B testing strategy. You will need to gather information on the number of visitors to the site, the most popular pages, the various conversion objectives of the various sites, etc. Quantitative website analytics tools like Google Analytics, Omniture, and Mixpanel, which can help you identify your most frequented pages, pages with the most time spent on them, or pages with the highest bounce rate, are some examples of the A/B testing tools. For instance, you could want to begin by shortlisting the pages with the best potential for sales or the highest volume of daily traffic.

Step 2: Observe and formulate a hypothesis

By recording research findings and developing conversion-boosting hypotheses based on data, you can get closer to your business objectives. Your test campaign would be meaningless without them. The only data you can collect using the qualitative and quantitative research tools is about visitor behavior. It is now up to you to examine and interpret that information. The best method to use every piece of gathered data is to study it, make careful observations about it, and then use websites and user insights to create hypotheses supported by the data. When a hypothesis is ready, test it using various criteria, including your level of confidence in it, how it will affect larger objectives, how simple it is to implement, and so on.

Step 3: Create variations

Your testing program should then create a variant based on your hypothesis and an A/B test comparing it to the current version. To determine which variation performs the best, test various iterations against the control. Create a variation based on your theory of what might function from a UX viewpoint. How many people are not completing forms? Are there too many fields on your form? Does it request any private information? Perhaps you could try a shorter form or a form without any of the personal information-requesting fields.

Step 4: Run the test

Decide on the testing methodology and method you wish to utilize before moving on to this phase. Once you’ve decided which of these types and approaches best fits your website’s requirements and commercial objectives, start the test and wait the allotted amount of time for statistically significant results. Whatever approach you select, remember that the final findings will depend on your testing strategy and statistical precision.

Step 5: Evaluate outcomes and implement improvements

Even though this is the final phase in determining your campaign winner, it is crucial to analyze the data. Your entire trip unravels at this stage since A/B testing necessitates ongoing data collection and analysis. Consider indicators like percentage increase, confidence level, direct and indirect impact on other metrics, etc., while analyzing the test findings after it has been completed. If the test is successful, deploy the winning variation after considering these numbers. Conclude the test if it is still inconclusive and use these in your subsequent testing.


After reading this in-depth article on A/B testing, you should be well-prepared to create your optimization roadmap. If you don’t give data the importance it deserves, you risk making significant and small mistakes. Therefore, carefully follow each step involved. 

A/B testing can significantly lower the risks associated with launching an optimization program if it is carried out with great dedication and using the knowledge you already possess. Removing all weak links and identifying your website’s best optimal version will also assist you in significantly enhancing the user experience (UX) of your website.