What is A/B Testing? - Chapter 1

A/B Testing Overview

Last updated on November 24, 2016

A/B testing allows you to compare two different versions of a page to see which one performs better. The tests help you determine which version of the page engages your reader most based on data.

To run an A/B test, you choose which elements of a page you’d like to test (e.g. the button color or a headline) and change that element in one version of the page. Then, you send equal traffic to both versions of the page, and when your test reaches an endpoint (a concluding point you set before you begin the testing process), you find out which version converted the most.

Here’s a visual that explains the idea:

A/B Testing Diagram

Why Should You A/B Test?

A/B testing helps you get the most ROI for your advertising buck and all landing page traffic efforts. While you may be spending money to generate traffic (like with a PPC campaign), it can be very cost-effective to conduct A/B tests. Instapage lets you run A/B tests on your landing pages without any additional cost.

However, paid traffic may not always get you conversions if your landing page isn’t optimized accordingly. The right A/B tests will do the trick every time, helping you identify the elements your audience responds to most.

Before you select which elements to A/B test, make sure you have the right foundation to begin testing. To get you started, chapter two identifies six crucial things to do before you run your first A/B test.