Updated
A/B testing compares two versions of a page, email or ad by splitting traffic at random. Half of the visitors see version A, the other half version B. The version with the better metric, such as a higher conversion rate, wins.
What can you test?
- Headlines and value propositions on a landing page
- Wording and colour of the call to action
- Length and fields of forms
- Ad copy and images in Google Ads and Meta
- Email subject lines
Making a test reliable
- Change only one thing per test
- Decide in advance which metric decides the winner
- Collect enough visitors and conversions to rule out chance
- Run for at least one or two full weeks so weekdays even out
Tools
Google Ads offers experiments and ad variations, Meta offers A/B tests in Ads Manager. For websites, tools such as VWO or AB Tasty work well, and since Google Optimize was retired many website builders include testing features.
Digitalman continuously tests ads and landing pages. Learn more on our PPC agency page.
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