A/B Testing
A/B testing is a controlled experiment where visitors are split between two page versions to measure which produces more conversions.
A/B testing is a controlled experiment in which website visitors are randomly split between two versions of a page or element (the control and the variant) to measure which produces more conversions.
How it works
Traffic is split randomly, both versions run simultaneously to eliminate timing effects, and results are evaluated for statistical significance before declaring a winner. Sound tests change one meaningful thing at a time, run long enough to cover full business cycles, and are sized to the site's traffic; low-traffic pages need bigger swings to detect real differences. Peeking early and stopping at the first good number is the most common way teams fool themselves.
Why it matters
A/B testing replaces opinion with evidence. It protects revenue from well-intentioned redesigns that quietly convert worse, and it turns page changes from bets into measured decisions. Learn more about our conversion rate optimization services.
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