A/B Testing

Back to Glossary
A/B testing

A/B testing serves as the foundation, for optimizing products or processes through data analysis. Have you ever pondered why certain products outperform others? It’s not about having the concept or the largest budget. Instead it frequently boils down to an element; A/B testing.

In 2021 Netflix carried out an A/B test to ascertain the size for thumbnails, in its video recommendations. The experiment compared two sizes; the size and a larger one.

The larger thumbnails resulted in a 1.15% increase in click-through rates.

This seemingly small improvement may seem insignificant, but it significantly impacted Netflix’s bottom line. With over 220 million subscribers worldwide, even a 1% increase in CTRs can translate into millions of dollars in additional revenue.

So, if you’re serious about improving your product or service, then understanding A/B testing is a must.

What is A/B Testing in Marketing? With Example

A/B testing, or split testing, is a way to compare two versions of content or marketing or sales funnels to see which one works better. It’s often used in marketing to test different versions of web pages, emails, ads, or other marketing materials.

You can test two versions of your website’s homepage to see which one gets more visitors to sign up for your newsletter. Or, you could test two different subject lines for an email campaign to see which one gets more people to open. 

In 2022, HubSpot conducted an A/B test to compare two versions of their landing page design for their marketing automation software. 

The control version was the existing landing page design, and the variation version was a new one that featured a more streamlined layout, updated copy, and a new call to action.

The results of the test were clear. 

The variation version resulted in a 25% increase in lead generation. This improvement was attributed to the more streamlined layout and updated copy, which made it easier for visitors to understand the benefits of HubSpot’s software and take action.

So now that you’re aware A/B testing is a method to enhance your marketing outcomes because it relies on data, than guesswork. By experimenting with versions of your marketing materials you can determine what resonates best with your audience and make adjustments accordingly.

Benefits of A/B Testing

Businesses often have problems with their conversion rates. 

This can mean wasting time and effort on leads that don’t go anywhere. 

Businesses need to fix these problems to make more sales and keep customers interested.

Let’s see how A/B testing can solve this problem.

Increased Conversion Rates

A/B testing can be used to experiment with different things, like catchy headlines, CTAs, forms, etc. 

By trying out these variations, you can determine what grabs your audience’s attention and keeps them interested.  

When you find the winning combination that your audience responds to, more people buy stuff, sign up, or do whatever the website wants them to do. In short, convenience your audience to convert.

Optimized User Experience

Sometimes you visit a website, and it just feels right,  it looks awesome & everything is easy to find. 

Your current website might have an user experience (UX) issues such as a layout, confusing call to action buttons, unresponsive designs slow page loading times and more. You may not be aware of this. A/B testing can help address all these concerns.

It is all about creating a website that’s easy to use & where your visitors can find what they need.

Data-Driven Decision Making

A/B testing would help you in making decisions based on numbers and not any kind of guesswork. 

If you have to choose between two paths, you don’t know which one is faster. A/B testing is like having a timer on each path, showing which route gets you there quicker. 

A/B test results  help  businesses to make their websites and marketing strategies changes more effective. 

Better Marketing Budget

A/B testing helps businesses make financial decisions wisely rather than blindly spending money on different marketing strategies. 

A/B testing ensures that their marketing budgets are used efficiently, focusing on what works. It makes sure every penny spent brings in maximum returns. 

A win-win situation for businesses and their budgets! 

Personalization and Targeting

A/B testing is like interacting with different groups of people and figuring out what each group likes better. 

If you are chatting with your friends – you won’t talk to everyone the same way because everyone has different interests, right? 

A/B testing is something similar.

You can test out different messages and offers to see how different groups of your target audience respond. 

A/B testing will help in getting to know what your target market is looking for and if you are targeting the correct market or not. 

Risk Mitigation

A/B testing is like a  safety net for businesses. 

Before making big changes to their websites or marketing strategies, they can test with a smaller group of users first. If something doesn’t work well or users don’t like it, no biggie! They can identify the issue and adjust before rolling it out to everyone. 

This approach acts as a shield against potential mishaps. If a change doesn’t go well with users, it’s caught early, saving businesses from making a widespread mistake.

What can be included in A/B testing?

A/B testing is like a tool that can be applied to improve aspects in the digital realm. It finds applications, on websites, mobile apps, email campaigns and numerous other elements.

You can also A/B test sales processes, marketing funnels, colors on a webpage, etc.

The goal is to find what resonates best with the audience, creating a seamless and engaging experience. 

Let’s check some of the options.


Headlines are the opening lines of conversations with website visitors. They can either grab attention and keep interested or make click away. 

With A/B testing, you can experiment with different headline styles. You can play around with the wording, length, and tone to determine what clicks with your audience. Is a short and snappy headline more effective, or do people prefer a longer, informative one?

Do users respond better to a headline that asks them something, or do they prefer a direct statement? And don’t forget to sprinkle in some urgency or curiosity to see how that impacts engagement.

Call-to-Action (CTA): 

Call-to-action (CTA) buttons are like digital nudges guiding visitors toward action. It’s where they decide whether to buy, sign up, or take any other action that impacts your conversion rate.  

First things first, colors matter! Experimenting with different button colors, especially ones that stand out against the background, can significantly impact how many clicks they get. 

CTA texts like “Buy Now,” “Learn More,” or “Get Started” are like the magic words that encourage action. A/B testing helps you determine which language resonates the most with your audience. 

Let’s not forget about size, shape, and placement – the holy trinity of CTAs! They need to be visible and easily clickable. They need to be in the right spot to guide people effectively.

Images & Graphics: 

Images and graphics add life, color, and meaning to a website, making it more engaging for visitors. A/B testing with images is like playing with different party themes to see which one gets people excited and engaged. 

There are the type of images, product shots, illustrations, or cool infographics to start your A/B testing. You want something that captures your attention and resonates with your brand and audience. Images can evoke feelings – happiness, seriousness, or a vibrant lifestyle vibe.  

Experimenting with different emotional tones helps understand how they influence user behavior. 

A/B testing the placement of images helps you figure out where to put images so they grab the most attention and encourage interaction. 

Website Copy:

The way you word your website tells our story and convinces visitors to take action. A/B testing with website copy is like trying out different pitches to see which wins the audience’s heart. 

Product descriptions, promotional offers, and value propositions are part of your sales pitch. A/B testing allows you to tweak these elements and find the most persuasive and effective messaging. 

Next is the length of the copy – whether it’s a detailed essay or a snappy tagline. A/B testing helps determine whether visitors respond better to a long, detailed story or a concise, straight-to-the-point message. 

Opt-in Forms: 

Forms are the gateways for customer interaction on websites. A/B testing with forms is like finding the smoothest path for visitors to reach out or make a purchase. 

The number of form fields – it’s like deciding how many questions you want to ask. A/B testing helps determine if shorter forms with fewer fields or longer ones with more details work better. 

Less friction means more completed forms, so it’s like streamlining the conversation to make it effortless for your visitors.

Different form layouts – single-column versus multi-column formats. A/B testing helps determine which layout is more user-friendly and encourages more submissions.

Email Subject Line & Body Copy: 

Email subject lines and content determine whether your emails get opened and read. A/B testing with emails is like crafting the perfect message to pique curiosity and engage your recipients. 

The subject lines are the first thing people see in their inboxes. A/B testing allows you to play with personalization, urgency, or curiosity to capture recipients’ attention. It helps you understand what makes your audience click and open your emails.

The email body copy is the heart of your message, based on which your reader decides whether to reply. A/B testing lets you experiment with different messaging angles, storytelling approaches, and visual elements. 

Testing these elements can improve click-through rates and engagement, ensuring your emails resonate with your audience.

Other stuff that can be A/B tested

  • Product features: different features, content depth and product descriptions
  • Marketing messages: different subject lines, email body copy, and landing page content
  • Sales process: different sales scripts, onboarding processes, and customer support strategies
  • Pricing: different pricing models, discounts, and promotions

Sales engagement tools like SmartReach.io provide AI-generated email content where you can A/B test different forms of emails by changing the tonality, writing style, etc. You would also get an option to A/B test subject lines as well. 

Different types of A/B Test

There are many ways to do A/B testing, so you can tailor it to what you’re trying to learn. It helps you determine what your visitors like best by showing them two different versions. Let’s discuss some of the types:

Multivariate Testing

Multivariate testing is the advanced version of A/B testing, designed for marketing, product, and development pros looking to dig deeper into user behavior. 

To better understand multivariate testing, let’s consider a practical scenario. Imagine you’re planning to test two versions of each of the hero images, call-to-action text, and headlines on a landing page. 

This would result in eight distinct variations, all of which will be simultaneously tested to identify the most effective combination.

Testing a larger number of variations at once allows for more efficient data collection and analysis, leading to faster and more cost-effective optimization.

Split URL Testing

A/B testing and split URL testing sound similar, but both are completely different from each other.  Split URL testing is like having a face-off between your existing website and a new version. 

You can run a split URL test when you want to make a substantial change to your existing webpage particularly in terms of UX design. You can retain your original page for comparing the results.

It’s not about tweaking elements; it’s about introducing a whole new website.

Multipage Testing

Multipage testing is about making sure the changes you make to your website work seamlessly across various pages. 

The goal is to see how changes to specific elements across multiple pages affect your website or application. Think of it as ensuring every room in your house looks great, not just the living room.

Multipage testing ensures consistency and effectiveness across different parts of your website. 

A/B Testing Process

Businesses and marketers focus on driving maximum traffic to the website. But now, it’s more about ensuring everyone who walks in has a great experience. 

The idea is to help visitors achieve what they came for quickly and easily, whether finding information or purchasing. By offering a smooth and efficient experience, you increase the chances of visitors doing what you want them to do on your website. 

A/B testing helps the business to make a data-driven decision. Let’s discuss the steps involved.

Step 1: Define your objectives.

You have to define your goal. What exactly do you want to achieve with the test? Whether it’s boosting click-through rates, improving conversion rates, or reducing bounce rates, it’s essential to pinpoint the specific metric that aligns with your business goals. 

Just like you would only start a road trip if you know your final destination, defining your goal gives your testing efforts a clear direction.

Step 2: Choose an element to test.

Now that you have your goal, it’s time to pick the elements you want to test. These elements could be anything on your webpage or marketing material – from headlines and call-to-action buttons to images, forms, and layouts. 

By identifying these components, you are choosing the building blocks that will help you reach your testing goal. It’s like gathering the right tools before you start building something amazing!

Step 3: Create variation.

After finalizing which element to test, it’s time to create our test variations. 

Version A – it’s like the familiar, original one you have been using. This version is your control, the baseline you want to compare everything against.

Version B – this is your experimental twist. It includes the changes you want to test. It’s important that only the chosen element is different between the two versions. 

This way, when you compare how people respond to each version, you can accurately pinpoint the impact of that specific change.

Step 4: Split traffic randomly.

Next, it’s time to divide your audience. Using a randomization process ensures that each visitor ends up in one of these groups. 

Now, Group A gets to experience Version A, your original setup, while Group B interacts with Version B, the one with the changes you want to test. It ensures that both versions have a fair chance, just like both teams in a game. 

By observing how each group responds, you gain valuable insights into which version performs better, helping you make informed decisions based on real user behavior. 

Step 5: Implement your test.

Now, it’s time to put your test into action. Keep in mind to display both versions simultaneously and under similar conditions. This way, you minimize any external factors that could influence the audience’s preferences.

Step 6: Collect data & analyze the result.

Now, it’s time to gather data and examine the results closely.

You use web analytics tools or specialized testing platforms to collect various data points, such as clicks, conversions, or time spent on the page. Each piece of data provides insights into user behavior. 

Once you’ve gathered the data, you take a close look at the performance of both versions. You analyze which version achieved your objective more effectively.  To do this, you use statistical analysis tools to help you assess the significance of the differences observed. 

It’s all about making informed choices based on concrete evidence and ensuring your strategies are as effective as possible.

Step 7: Draw Conclusions & Implement Changes:

Once you have thoroughly examined the results, it’s time to draw conclusions and make meaningful changes. You identify the version that outperformed the other – this is your winner. 

Next is to apply your findings, incorporating them into your website, email campaign, or marketing materials. You want to ensure these improvements are applied consistently across all relevant pages or campaigns. By implementing these changes, you are taking what you’ve learned and putting it into action. 

A/B Testing Tools

Here are a few A/B testing tools based on the various tests mentioned:

Email subject line testing:

  • Mailchimp’s A/B testing tool allows you to test different email subject lines and see which one gets the highest open rate.
  • SmartReach.io A/B testing features lets you test 5 variations of you cold email subject lines and email body copy
  • ConvertKit: ConvertKit’s A/B testing tool allows you to test different email subject lines, email body copy, and landing page content.

Landing page headline testing:

  • Unbounce, Instapage and LeadPages are all landing page builders that also offers A/B testing functionality.

Product image testing:

  • Visual Website Optimizer (VWO) and Optimizely are general-purpose A/B testing tools that can be used to test different product images, as well as other website elements.

Pricing model testing:

  • A/B Tasty is a general-purpose A/B testing tool that can be used to test different pricing models, as well as other website elements.
  • Price Intelligently and Pricemoov are dedicated pricing optimization platforms that offer A/B testing functionality.

Customer support strategy testing:

  • Intercom and LiveChat are customer communication platform that offers A/B testing functionality.
  • Drift is a conversational marketing platform that offers A/B testing functionality.

Make sure to carefully follow each step of A/B testing and avoid making any mistakes, big or small, that might occur. A/B testing is essential for making your website serve better & turning visitors into customers.

When you do A/B testing successfully, it will lower the chances of things going wrong when you’re trying to make your website better.

SmartReach.io for Cold Email Outreach

SmartReach.io is a sales engagement platform designed to streamline your cold outreach efforts. This tool handles tasks like sending personalized emails, follow-ups, email validation, spam test reports, AI-generated email drafts, etc.

SmartReach.io provides an option to A/B test your emails & subject lines with up to 5 variants. After automating the process the system will randomly distribute among your recipients. 

You will get a detailed report on the performance of each variant. This would help in making an informed data-driven decision.

Loved it? Spread it across!
Scroll to Top