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A/B Testing

The most important factor for successful usability & UX optimisation of a website is continuous A/B testing. What works well today may already change tomorrow. We support you in identifying the best version of your website step by step and increase the conversion rate.

Why should you use A/B testing?

Prototype testing is among the most important steps of any design and innovation process. Since the online marketing world never stands still and user needs are perpetually  changing, the design of existing websites should also be regularly scrutinised and tested. 

According to

  • Google, Amazon, Facebook and conduct about 10,000 A/B tests per year.
  • About 75% of the 500 largest online retailers use A/B testing tools.
  • Dell achieved a conversion rate increase of +300% through A/B testing.
  • Link click-through rates can vary by 500% depending on the link text.

Our testing approach: Step by step to conversion optimisation


Before the testing phase can start, we consult web analytics data on user behaviour and traffic to identify pages with high optimisation potential. In a usability audit, we identify elements that should be changed for a better user experience. We then create a testing roadmap in which the test ideas are prioritised according to potential, impact and effort.


Before defining the test hypotheses, the primary goals (e.g. sales, registrations) and secondary goals (e.g. click on a button) of the tests as well as their measurement metrics are defined. It is important to ensure that the test objectives do not contradict each other. 


With the help of the defined objectives, suitable hypotheses are formulated and the versions to be tested are determined.


Before the test setup, the appropriate procedure must be determined depending on the test scenario: classic A/B test, split URL test or multivariate test. We create the test variants with the testing tool Google Optimize. Except for the integration of the testing tool, this can take place completely independently of your IT.


After the tests are completed, we analyse the results and document the test setup, hypotheses and key figures. We also provide an assessment of the impact on the goals defined at the beginning and a recommendation regarding the next steps.


We monitor the tests daily in the testing tool to identify errors directly during the test and fix them as quickly as possible, and provide regular updates on the development. 

Google Mobile Web Certification

With the Google Mobile Web Certificate, we are officially qualified to advise clients in the areas of mobile web performance and web usability optimisation. Two client cases in the area of mobile speed and mobile UX were submitted for the certification.

Strategy talk for your A/B testing strategy

Don’t have the time or resources to implement A/B testing on your website yourself? We support you from the identification of the optimisation potential, through the setup of the testing tool, to the evaluation of the results. 

Since A/B testing is an iterative and not a static process and should ideally take place in a continuous cycle, an initial pilot project can also be the prelude to continuous usability consulting. 

We will be happy to give you an initial assessment in a non-binding strategy discussion. 

Your Usability-Experts

Verena Lahner and Johanna Dietrich are SEO specialists in the area of website usability.

In addition to A/B-Testing, they support our clients in usability- and accessibility-Audits. They also share their methods in customised workshops.


We check your website based on the  Web Content Accessibility Guidelines (WCAG) standards. Accessibility increases the usability for all website visitors.

Usability Audit

We identify optimisation potential along the user flow from search query to conversion.

Usability Consulting

We pass on our knowledge and support you in sustainably establishing  UX processes in your company. 

Usability Workshops

Strengthen your in-house competencies with customised usability training.

A/B-Testing FAQS


What is A/B Testing?

The classic A/B test is a method of optimising the user experience (UX) of a website by testing two or more versions of a page against each other. One group of users is shown version A (control version) of a website, while another group of users is shown version B (test version). The results of the two groups are then compared to determine which version works better. This can be measured by various metrics such as click-through rate, bounce rate or conversion rate.

In addition to classic A/B testing, there are also redirect tests (also called split tests) or multivariate tests. A split test is an A/B test in which different URLs can be tested against each other. With multivariate tests (MVT), several elements on a website can be tested simultaneously. The goal of an MVT is to find out which combination works best.


What can A/B testing be used for?

With A/B testing, basically all elements of a website can be tested against each other. Testing scenarios are for example:

  • Use of different layouts, colours or designs
  • Adaptation of CTA buttons (Call-to-Action)
  • Change of navigation structures or menus
  • Integration of new functions or tools
  • Use of different page titles, headings or adaptations of the content
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