What is A/B Testing? And how it can help promote your marketing strategy to reach better sales?

 If you have a successful app and you are  probably thinking about redesigning it, though still hesitating about what you should change, or during  the process of creating your app you find your self of two minds about what style you should apt to better interact your clients, A/B testing is the only verdict to this hesitancy.   In this article, we will explain what is exactly A/B testing and how can you run it on your product in order to get better and more effective results.

What is A/B Testing?

A/B testing (also known as bucket tests or split-run testing) is a way to compare two versions of a single variable, to determine which one performs better.

 Half of your clients are shown the original version of the page (known as the control) and half are shown the modified version of the page (the variation).

 Their engagement with each experience is measured and collected and analyzed through a statistical engine. No more gut-feel decision-making or guesswork, you will be able then to decide which variant converts more users.

What can you A/B Test

This method of introducing changes to a user experience also allows the experience to be optimized for the desired outcome and can make crucial steps in a marketing campaign more effective. Therefore to get higher engagement rate, you have to modishly change elements that can influence visitor behavior and conversion rate on your website or application, here is a nonexhaustive list of some elements.

1. Headlines

Your headline is the first thing that visitors see on your page, to grab your client’s attention, you should be cautious about your website’s copy, its writing style, and formatting. Keep it short and to the point ensuring it talks clearly about what your product or service is and its benefits

2. CTAs

Your call to action (CTA) is the most influential element of your product. Changing even one word in your CTA can influence conversion rates.

3. Design and Layout

Typically, the design is the showcase of your website,a fine-looking design can help convert more users. To entice your audiences try to use attractive colors that match with your brand, short videos instead of simple text, etc.

4. Email marketing

To  A/B test your marketing emails,  just send version A to 50 percent of your subscribers and version B to the rest.

5. Forms

Forms are mediums through which prospective customers get in touch with you. They become even more important if they are part of your purchase funnel. Just as no two websites are the same, no two forms addressing the different audience is the same. While for some businesses, a small comprehensive form may work, for other businesses long forms might do wonders for their lead quality.

6. Social proof

Nowadays, more than 70 percent of consumers rely on opinions they read in online reviews to make purchase decisions. A/B testing can help you determine if adding social proof may be helpful for your app and should you use images, videos or reviews as social proof.


How A/B Testing Works

A structured A/B testing program can make marketing efforts more profitable by pinpointing the most crucial problem areas that need optimization, you just need a strategy before to concretize these efforts. Following the right procedure is critical if you want accurate results to run A/B testing on your app, you should follow these steps :

Step 1: Research

Before building an A/B testing plan, one needs to conduct thorough research on how the website is currently performing. You will have to collect data on everything related to how many users are coming onto the site, which pages drive the most traffic, what are the various conversion goals of different pages etc.

Step2: Hypothesis formulation

The qualitative and quantitative research tools can only help you with gathering visitor behavior data. It is now your responsibility to analyze and make sense of that data. The best way to utilize every bit of data collated is to analyze it, to make keen observations on them and then drawing website as well as user insights to formulate data-backed hypotheses. Once you have a hypothesis ready, test it against various parameters like how much confidence you have of it winning, its impact on macro goals, and how easy it is to set up and so on.

 Step3: Variation Creation

Using your A/B testing software (like Optimizely), make the desired changes to an element of your website or mobile app experience. This might be changing the color of a button, swapping the order of elements on the page, hiding navigation elements, or something entirely custom. Many leading A/B testing tools have a visual editor that will make these changes easy. Make sure to QA your experiment to make sure it works as expected.

Step 4: Testing

Kick-off your experiment and wait for visitors to participate! At this point, visitors to your site or app will be randomly assigned to either the control or variation of your experience. Their interaction with each experience is measured, counted, and compared to determine how each performs.

Step5: Analysing 

Once your test concludes, analyze the test results by considering metrics like percentage increase, confidence level, direct and indirect impact on other metrics, etc. if the test succeeds, deploy the winning variation, otherwise, draw insights from it and implement these in your subsequent tests.


 Testing is primordial to make your website high ranked. As far as implications of SEO on A/B testing are concerned, Google has cleared the air on their blog post titled Website Testing And Google Search. Alongside with A/B testing  There are other types of test such as Split Url testing, Multivariate Testing (MVT) that can help improving user experience UX and to gain even more traffic