A/B Testing
A/B testing, or split testing, is a method of advertising testing by which a baseline control sample is compared to a variety of single-variable test samples in order to improve response rates. A classic direct mail tactic, this method has been recently adopted within the interactive space to test tactics such as banner ads, emails and landing pages.
Significant improvements can be seen through testing elements like copy text, layouts, images and colors. However, not all elements produce the same improvements, and by looking at the results from different tests, it is possible to identify those elements that consistently tend to produce the greatest improvements.
Employers of this A/B testing method will distribute multiple samples of a test, including the control, to see which single variable is most effective in increasing a response rate or other desired outcome. The test, in order to be effective, must reach an audience of a sufficient size that there is a reasonable chance of detecting a meaningful difference between the control and other tactics: see Statistical power.
This method is different than multivariate testing which applies statistical modeling which allows a tester to try multiple variables within the samples distributed.
Why guess what site content and designs best convert your visitors, when you can find out directly from them?
Choose the pages and content to test
Using our web-based interface, provide us with the content — headlines, images, or text, for example — and design alternatives that you’d like to test.
Test these changes with your visitors
Website Optimizer will then show these content and design alternatives to your site visitors, all the while monitoring which combinations lead to the highest conversion rates.
Learn what changes drive the most conversions
Our intuitive reports allow even the mathematically-challenged to quickly and easily identify and implement the best combination.
Benefits of A/B testing
Increase sales and conversion rates.
Identify the winning content combinations that drive conversions and increase ROI, regardless of site type.
Improve landing pages.
Reduce the number of would-be customers you lose through ineffective landing pages. Website Optimizer’s automated testing makes it easy to fix and deploy compelling landing pages.
Get more leads.
Streamline your online lead generation forms to get the data you need without losing potential leads.
Decrease Cost Per Acquisition (CPA)
Use testing to drive conversions and lower CPA.
Increase time spent on your site.
Uncover your best content, engage your visitors, and capture more attention.
Eliminate guesswork from site design.
Why base design decisions on assumptions? Leverage empirical data from real visitors.
Settle office disputes.
Not sure which version of a page will convert best? Run a test and let your customers decide.