A/B testing compares two versions of something to see which performs better. It removes guesswork from optimisation by letting data determine the winner.

What to A/B Test

View Testing Ideas

Ads: Headlines, images, videos, copy, CTAs
Landing Pages: Headlines, layouts, forms, social proof
Emails: Subject lines, send times, content, CTAs
Website: Navigation, product pages, checkout flow
Pricing: Price points, offer structures

A/B Testing Best Practices

  • Test one variable at a time
  • Run until statistically significant
  • Do not peek and stop early
  • Have a clear hypothesis
  • Ensure adequate sample size
  • Document and learn from results

Statistical Significance

Aim for 95% confidence before declaring a winner. Use calculators or testing tools that determine significance. Low traffic sites may need longer test durations.

A/B Testing Tools

  • Google Optimize (being sunset, use alternatives)
  • VWO
  • Optimizely
  • Built-in platform testing (Meta, Google Ads)