A/B Testing

If you run an online store and want to increase sales, you might think about redesigning your product page. But you’re not sure where to start. Do you rewrite the product description? Upload fresh product photos? Change the size and color of your “add to cart” button? Making all these changes at once is a lot like experimenting with a recipe without tasting it along the way. Perhaps it turns out great, or maybe it’s a total disaster. Either way, you’ll never know what caused the outcome.

With A/B testing, you can measure the impact of each individual change on user behavior. You will learn what works and, just as crucially, what doesn’t. For example, you might discover that changing your product photos improves conversion rates, but writing new product descriptions has the opposite effect.

A/B testing is a method for comparing two versions of a webpage, app, email, or advertisement to determine which one performs better. It’s also called “split testing” because it involves splitting your audience into two groups and showing them the different versions (called variants) of whatever it is you’re testing. One group views variant A, and the other views variant B. By comparing how these two variants perform, you can easily see which performs best.