What is A/B Testing?

Have you ever heard of A/B testing and wondered if it’s an asset for your website? This is an effective tool for B2B marketing, utilized for analysis purposes to see how different web pages are perceived by visitors.

In this post, we explain what A/B testing is exactly, so you can decide if it’s worth incorporating into your online marketing plan.

What is A/B Testing?

To put it in the simplest terms, A/B testing works by first designing two different versions of a single web page. Certain elements on each page are changed, such as a headline, imagery, or design layout. 

Then, one half of your web traffic is shown the original version of the page, also known as the control. The other half of traffic is presented with the variation page. 

Then it’s time to wait and watch. Data is collected based on user engagement. This allows analysts to determine how web page changes helped or hurt lead generation, giving them a wealth of information to form viable hypotheses on how to proceed with the website to increase conversions.

In short, you have two different versions of the same page. Which one performs better? You want to streamline the user experience and get more traffic. A/B testing lets you try different design tactics to see what appeals most to visitors.

Should You A/B Test Your Web Pages?

Absolutely! This is a strategic way to monitor how certain design elements impact visitors. It’s smart to make one change at a time and analyze the outcome. Sure, this takes time, but it also gives you specific insight into what works and what doesn’t.

In the end, A/B testing allows you to be more meticulous in how your conversion rate increases, while keeping content fresh, relevant, and effective.