A/B testing gives webmasters a way to optimize their website bit by bit by comparing two website versions (A and B) and small adjustments get made each time. This is followed by analysis by profiling analytics, and the more promising version gets determined.
A/B testing is used to measure the success of two different versions of a website. This can be applied in various areas.
When a new template is being created, you can find out whether users prefer the new web design over the old version. The two different design versions are put online and tested, in terms of which version users like better.
If the user guidance and navigation has been updated or new features (such as filters, search function, purchase consultant, product comparison function) are being introduced, A/B split testing can be used to test them. Operational errors can also be detected and fixed.
If a site operator is not sure whether a landing page exploits its maximum conversion potential, they can put another landing page online, which is built differently and thus find out which one brings in a higher conversion rate. The effect of images and videos, structuring of contact forms, the amount of text or special discounts can be tested with A/B testing.
If changes are made to a web page, it can immediately affect traffic. Both the length of stay and bounce rate can be dramatically affected. Since the statistics don’t always show a positive change, A/B testing allows for a gradual improvement, where success is always kept in mind.
When performing A/B testing, the incoming traffic is split and a portion of the stream of visitors is diverted from the original page and directed to a modified page. This splitting is carried out arbitrarily and without the user's knowledge. Finally you can assess whether version A or version B contributes to the desired success. Depending on the objective of the website operator, a success could be considered to be an increase in the conversion rate by clicking on a banner or subscribing to a newsletter.
It is important in A/B testing that both versions are tested simultaneously, so that, for example, one visitor gets to see version A, the next visitor gets version B, and so on, alternately. If the versions are alternated hourly, daily, or after a specified number of visitors, there is a risk of falsification. How many visitors visit a web page and their willingness to buy, depends not only on the web page itself but also on external sources of interference. In terms of the exact time and day, there is a difference whether it is during the workweek or on the weekend, whether it is morning, afternoon or evening, and if the users have ended work for the day or are still working.
There are a variety of tool providers through which you can perform A/B testing:
In addition to that, there are more expensive solutions such as Adobe Omniture, HP Optimost or Sitespect, which could be useful for large companies.