split test · A/B testing
An A/B test exposes two versions of the same element (headline, visual, ad, form) to two comparable halves of your audience and measures which converts better. It is the most honest way to settle a debate of opinions: you let visitors vote with their actions.
A concrete example
Version A: "Request your quote". Version B: "Get your estimate within 24 hours". After two weeks and enough volume, version B converts 28% better: it becomes the new baseline, and you test the next element.
Why it matters
Without testing, pages evolve with the taste of the moment, and regressions go unnoticed. With it, every change proves its value before being adopted. Discipline matters more than tooling: a clear hypothesis, one major change at a time, enough volume before concluding.
Frequently asked questions
- How long should a test run?
- At least two full weeks (to cover day-of-week variations) and enough conversions per version for the gap to be significant: below a hundred combined conversions, beware of quick conclusions.
- What should I test first?
- What is most visible and closest to the decision: the main headline, the call to action, the displayed proof, the form. Turning a grey button blue will not change your quarter; a headline that clarifies the offer often will.