Conducting an A/B test means splitting traffic between two different web page variations and understanding which version produces better results. In most A/B tests, marketers aim to optimize the click-through rate of some element on the page or a short-term goal that’s easy to measure.

Read further about the difference between A/B testing, multivariate and split URL testing.

When conducting an A/B test on a web page, the two versions of the web page must be identical except for one specific factor being tested. For example, an e-commerce site may try changing a headline or call-to-action to see if more visitors click through to the newer version. If there is a dramatic improvement in click-through rate and conversions, we can assume that implementing the newer version will produce better results.

A/B testing is just one of many forms of optimization testing that can lead to enhanced conversions. While A/B testing may be ideal for simple changes, multivariate testing allows for more complex changes and find the best performing variable combinations for different user segments. Regardless of your chosen testing method, it’s important to allow adequate time for each test to be completed and weigh all factors that may impact results. Meaningful optimization requires marketers to be persistent and patient, and necessitates that short-term optimization successes be scrutinized within the context of long-term occurrences and initiatives.

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