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What is split or A/B testing, and why should I use it?

What is split or A/B testing, and why should I use it?
Split testing, or A/B testing as it’s more commonly known, is an imperative part of website research into conversion rate optimisation (CRO). But what is it, and why is it so important? In a world of buzzwords and digital jargon, we explain this key element of your digital strategy.

What is A/B testing?

A/B testing is the process of comparing several variables of a website against each other in a live environment, in order to measure differences in conversion rate.

Read more: What is Conversion Rate Optimisation (CRO) and why do you need it?

What is the purpose of A/B testing?

A/B testing is used primarily to secure a measurable way of tracking whether or not one version of the website performs better than another. Frequently used to test changes to website features, the main purpose of A/B testing is to decipher whether or not a seemingly subjective choice regarding web design can be made objective. For example, testing changes to a landing page by altering image or text, can help to determine what factors increase conversions.

Why should I use it?

  • A/B testing allows for variants to be targeted at specific groups or visitors, delivering a more tailored and personalised experience.
  • Repetitive A/B testing allows a business to make strategic, data-informed decisions that takes into account user preference.
  • Split testing can significantly increase your ROI through the ability to determine what a user prefers, in turn, increasing your conversion rate and end goal.

Read more: What Instagram’s new algorithm change means for marketeers

If you’d like help getting A/B testing set up within your website so you can measure the results when simple changes are made, ultimately helping you develop an effective marketing strategy for your business, call us on 0800 084 3086 or email your enquiry to