What is A/B split testing?

A/B testing is the process of showing two different variations of a landing page to the same audience in order to determine which variation converts best.

It’s important to remember to only change a single element of the page however, as it’s the only way to definitively determine what is responsible for differences in conversions.

There is another type of test called “multivariate testing”. This is when you change multiple elements on a page at once. This is a different and more complex testing process. If you want to run a true A/B test, remember to only change a single element at a time.

What’s the best way to start A/B testing?

When A/B testing, it’s always good to start off with a hypothesis. For example, maybe you believe that a landing page targeted at new home owners might convert better if you display a photo of a young family instead of a picture of a house. You could then A/B test two different versions of the page, the first one with a your default picture of a home, and the second with a photo of the young family beside their home.


Variation A (the control):



Variation B:


Compare the effectiveness of both variations over time to see which one achieves a better conversion rate. If one is shown to have greater success, you can select that variation as the winner and proceed to show that as your new landing page.


What factors should I consider when A/B testing?

When A/B testing, try and consider who your users are and what they are searching for. It’s recommended to develop buyer personas in order to hone in on your prospective customers objectives and pain points.


For example, say your ideal customer is a young family searching for their first home. You know that they value finding a nice home in a good neighborhood with access to schools, parks, etc. You could play to this desire by A/B testing the form headline change from “Get a tour of Vancouver homes” to “Get a tour of the best new family developments in Vancouver”. You could also A/B test variations of the page to include information about schools, community projects, or testimonials from other families who managed to similar first home.


What are some examples of A/B split tests I can run?


Examples of A/B test you could A/B

  • Countdown timers vs. no countdown timers

  • Changes in background images (person vs. object)

  • Using merge tags to put a user's name in a headline vs a static headline

  • Action oriented CTA’s vs passive CTA’s (example: “Start Today” vs. “Start”)

  • Testimonials vs no testimonial

  • Location of the CTA (above the fold vs. below the fold)

For more ideas on A/B tests to run, check our article on 50 A/B split test case studies.

To jump right in here’s a quick breakdown of how to create an A/B split test within the landing page builder.

  • Step 1: Click “Create an A/B Split Test”


  • Step 2: Ensure Variation #2 is selected

  • Step 3: Make your change

  • Step 4: Save your changes
  • Step 5: Monitor your split test results on your main campaign page


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