A/B testing, also known as split testing, is a method of comparing two versions of a web page or an app feature to determine which one performs better. It is a way to optimize user experience and increase conversions by identifying which elements of a web page or feature are most effective. The two versions, known as A and B, are shown to users at random, and the version that performs better is then implemented as the permanent version.
A/B testing can be used to test various elements of a web page such as headlines, images, call-to-action buttons, and layout. For example, a business could test two versions of a landing page, one with a red call-to-action button and one with a blue button, to see which color results in more conversions. By continuously testing and optimizing different elements of a web page, businesses can improve their conversion rates and user experience. Keep in mind that A/B testing is most effective when there is a relatively large volume of traffic flowing through the web page. This helps yield statistical significance in the test result.
A/B testing can be conducted with various tools and software such as Adobe Analytics, Optimizely, and VWO, which provide the ability to conduct A/B tests, track results, and analyze data. The process of A/B testing can be done in a scientific way, using a statistical model to determine the winner, which helps to ensure that the results are reliable and accurate.