As marketers, designers, or heads of a new start-up, we can have trouble deciding which path to take that will give us dependable results. Whether it’s about choosing the right type of ad, landing page, or even email campaigns to get people to sign up to your service and improve your conversion rate, the question often comes up: what works best or can my current page be improved? If you want to optimize your results, your best bet is A/B testing.

What it is

In essence, A/B testing is exactly what it sounds like, and this article sums it up pretty well: “you have two versions of an element (A and B) and a metric that defines success. To determine which version is better, you subject both versions to experimentation simultaneously. In the end, you measure which version was more successful and select that version for real-world use.” You’re basically testing two elements against each other and seeing which works best.

What it’s for

It could be testing the call to action’s (i.e. the button’s) wording, size, color and placement, headline or product description, layout and style of website, images on landing and product pages, and so on. The pay off? As stated in optimizely’s explanation: “You can increase revenue, donations, leads, registrations, downloads, and user generated content, while providing teams with valuable insight about their visitors.”

Here are a ton of case study examples that show how businesses have optimized their conversion rate with some simple yet precise changes.

Things to keep in mind

  • If you want to start out with an A/B test, you should first try to create a very simple hypothesis, and it should be geared to improve a specific situation.
  • Always split traffic between two versions and assign traffic weight for each (50-50%, 60-40%) and always launch them at the same time.
  • Show repeat visitors the same variations, not different ones! Your tool should have a mechanism for remembering which variation a visitor has seen (cookies usually do the trick).
  • Adding video to your landing page and testing to see which results work best could be a starting point (and who knows, it may just work out to your benefit). Upside is, we can help you with that!
  • Test as much as you can. All the positive results will, in due time, add up.


Check out this wideo where you can display your results on A/B testing.

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