Do A/B Testing and Improve Your Conversions Quickly !



A/B testing, also known as split testing, is the practice of comparing two versions of a marketing asset, such as a web page or email, in order to measure the performance difference between them. This is accomplished by distributing one variant to one group and the other variant to another, and then comparing the results.

Think of it as a competition between two versions of your asset to determine which one performs better. Understanding which marketing asset performs best can help guide future decisions regarding web pages, email copy, and other related items.

In order to make the experiment worthwhile, a variety of split tests can be conducted. By conducting A/B testing, marketers can achieve some common goals, such as:

Increased Website Traffic: By experimenting with different blog posts or webpage titles, the number of visitors who click on the hyperlinked title to visit your website can be affected, resulting in increased website traffic.

Higher Conversion Rate: Changing the location, color, or anchor text of CTAs can impact the number of users who click on them to go to a landing page, which can increase the number of visitors who fill out forms on the website and become leads.

Lower Bounce Rate: Experimenting with different blog post intros, fonts, or featured images can help reduce the bounce rate and retain more visitors if website visitors exit or bounce rapidly after visiting your site.

Reduced Cart Abandonment: On ecommerce sites, an estimated 70% of customers abandon their shopping carts when they leave. This is known as “shopping cart abandonment,” and it is obviously not a great thing for any online store. This abandonment rate can be reduced by experimenting with different product photos, checkout page designs, and even where shipping costs are displayed.

A/B Testing Elements

Call-to-Action Buttons

Your call to action informs users of what you want them to do right now. It should convince the user to respond to your deals because it is too valuable to resist.

Even changing a single phrase in your CTA will have an impact on conversion rates. Other factors that influence its performance include button color, text color, contrast, size, and shape.

Multiple changes during an A/B test is not preferable. while experimenting with background colors, don’t change the font or link color as much as possible. Otherwise, you won’t be able to tell which performance  made the difference in your A/B testing results.

Subject Titles

Your summons for action communicates to your user what you require them to do right away. It is of the utmost importance that this be done to impress upon the user the value of the deals you are presenting.

Even the slightest alteration to a solitary phrase in your call to action can have a substantial impact on the conversion rates. Additional variables that can affect its efficacy include the hue of the button, the tint of the text, the degree of contrast, the size, and the structure.

It is not ideal to perform multiple changes when conducting an A/B test. If you are experimenting with diverse background colors, refrain from changing the font or hyperlink color as much as possible. Doing so may lead to confusion in discerning which variables had an impact on the outcome of the A/B testing results.


Copywriting and Headlines

When patrons visit a website, the initial aspect that catches their eye is the headline. If it fails to captivate their attention, visitors will immediately take their leave. Convincing language has the power to sway conversion rates. Depending on the circumstances, the verbiage utilized for your call-to-action button or as anchor text for a call-to-action link should be powerful, compelling, and actionable. If you want readers to join your email list, employ phrases like “join now” or “sign up now.” However, if your aim is to encourage them to purchase your merchandise, you can use expressions such as “buy now” or “shop now.”

It’s crucial to tinker with the length of your paragraphs and the level of certainty you express in your writing. Determine if your target demographic is more inclined towards a hard or soft sell.

Product Information (Description)

Brief product descriptions are most effective in ecommerce as customers prefer simple, unambiguous content that accentuates the primary characteristics of a product. Short product descriptions are commonplace on colossal websites like Amazon. Comparing lengthy descriptions against brief ones can determine which generates optimal conversions.

Additionally, the layout of a product description can be altered to test its efficacy, such as comparing paragraph content to bullet points. Refer to the link below to observe the highlights in bullet format located at the top of the page. Sometimes uncomplicated elements like bullet points can significantly impact the rate of conversion.

Infographics, audio, and video

Omnichannel marketing may be a term that has piqued your interest. As it stands, optimized text for search engine purposes cannot reach the entire targeted audience, which is why it’s necessary to create various media formats like podcasts, videos, and infographics.

If a video library is available, conducting A/B testing is highly recommended. By comparing video testimonials to written ones or shorter infographics to lengthier ones, a better understanding of audience preferences can be achieved.

As an illustration, if an image of someone pointing at the headline or CTA is utilized, it naturally draws the viewer’s attention to that specific element.

Email marketing

A technique that is quite uncomplicated is conducting A/B testing for email marketing. One can easily execute this by sending version A to half of their email subscribers while sending version B to the other half.

Previously, we have observed that even a slight alteration to an email signup form, landing page or any promotional tool can have a significant effect on conversions. Suppose you decide to conduct an A/B test for 20 consecutive days, exposing 4,000 individuals to each variation. In the event that Version A surpasses Version B by 72%, you have then discovered an element that can influence conversions.

This conclusion is supported by three facts:

Firstly, only a single modification was made to the page or form. Secondly, an equal number of people were exposed to each variation. Lastly, the test was conducted over a period that was long enough to make it statistically significant.

It is only through testing that you can ascertain the efficacy of various copies or graphics presented to your audience concurrently, thereby generating reliable scientific results.

How to do A/B Testing ?

1. Create rules and challenges

Given that you have identified your independent variable, dependent variable, and desired outcome, it is now time to establish your control scenario. This control scenario will consist of the unaltered version of whatever it is you’re testing. For instance, if you’re testing a web page, the control scenario would be the current layout and copy of the page. Alternatively, if you’re testing a landing page, the control scenario would involve the standard layout and copy that you typically use.

Once you have established your control scenario, you can then proceed to create a modified version of the website, landing page, or email that you will test against your control. From there, you can use your control page as a baseline for comparison.

To determine whether adding a testimonial to a landing page might affect conversions, you may want to set up your control page without any testimonials. Afterward, you can use a testimonial to construct your challenger and test it against your control scenario. This will allow you to determine the impact that the addition of a testimonial has on conversions.

2. Define your objective

When embarking on a test, it is essential to select a principal metric to focus on, despite the fact that you will measure other metrics during the testing process. This must be done prior to setting up the second variation. This particular metric is what is referred to as the “dependent variable,” which is influenced by the manipulation of the independent variable.

Upon completion of the split test, it is advisable to determine the desired outcome for this dependent variable. It is even better to formulate a formal hypothesis and base your data analysis on it.

Waiting until after the test to determine which metrics are critical, what your objectives are, and how the changes you propose can influence user behavior might lead to suboptimal test setup.

3. Determine the importance of your findings

Consider the magnitude of your results necessary for selecting one variation over another after establishing your objective metric. Statistical significance is a crucial but often misconstrued step in the A/B testing process.

The greater your certainty in the results, the higher the expression of your confidence level as a percentage should be. In most instances, a confidence level of no less than 95% is preferred, with a target of ideally 98%, particularly if the experiment required substantial effort. Nonetheless, if the test does not require such stringent standards, a lower confidence rate might be appropriate.

4. Users feedback

It is paramount that ample time is allocated to allow for a sufficient sample size during testing. Failure to do so would render it arduous to ascertain whether there are any significant statistical differences between the two versions.

Determining the optimal duration for testing is contingent on the nature of your business and the methodology employed for conducting the A/B test. It could take several hours, days or even weeks to yield statistically significant results. The volume of traffic received by your company’s website plays a crucial role in determining the duration of the test, such that if your website attracts minimal traffic, then the testing period would be prolonged.

5. Respond to your results

You have a winner if one version is statistically superior to the other. Dropping the losing variation in your A/B testing tool is complete.

You must label the test as ambiguous if neither variant is statistically superior, which means the variable you examined had no effect on the outcomes. In this situation, continue testing the original variant or choose another option. To come up with a new version on your new test, you can utilize the unsuccessful data as a guide.

Although A/B tests help you influence results on an individual basis, you can also use the knowledge you gain from each test to improve your efforts going forward.

6. Evaluate the goal measurement

Reading your A/B test data should start with examining your goal measure, which is typically conversion rate. You’ll receive two results for each version you’re testing after entering your data into your A/B testing calculator. For each of your variants, you’ll also get a noteworthy outcome.

7. Analyze both the conversion rates

It is plausible that you can distinguish which of your alterations performed better by examining your discoveries. Nonetheless, the authentic gauge of accomplishment is whether your outcomes possess statistical significance. This implies that one variation surpassed the other notably due to the efficacy of the CTA text, for instance.

If the confidence range for statistical significance is 95%, and Variation A has a conversion rate of 16.04% while Variation B has a conversion rate of 16.02%, despite Variation A having a more favorable conversion rate, the findings do not have statistical significance. Consequently, it will not significantly advance your overall conversion rate.

8. Divide your users to obtain more analysis

It can be advantageous to segment your audience when analyzing your data to determine how each significant sector reacted to your modifications. The following are typical components for audience partitioning:

The effectiveness of the new versus the returning visitors’ versions depends on the type of visitor.

The success of one version over the other on mobile devices versus desktops is dependent on the device.

The traffic source, or which of the two variations is superior, is contingent on the origin of the traffic.


A/B testing is one of the most effective methods for gathering data about your copywriting and design choices.  We  use it on all of our websites as well as our clients’ sites.

If you want accurate results, you must follow the correct procedure. Please do not hesitate to contact Vispan Solutions.