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