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A/B Testing Explained: Best practices and examples

Donald Ng
September 23, 2023
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Reviews on Capterra

From the smallest startups to the largest corporations, the importance of A/B testing can't be overstated. This strategy has become an essential tool for companies seeking to optimize their products or services and increase their profitability.

This article delves into the world of A/B testing, providing a comprehensive explanation, best practices, and fascinating examples to help you better understand this critical practice.

Understanding A/B Testing

In its simplest form, A/B testing involves comparing two variations of an element (A and B) to identify which performs better. It involves experimenting with both versions simultaneously and adopting the version that records more success for real-world use. Suppose you have ever wondered which of the two colors of your website buttons will reel in more clicks; A/B testing is your surefire way to find out.

The A/B Testing Framework

The A/B testing framework consists of several steps, including formulating a hypothesis, deciding which elements to test, running the test, and analyzing the results.

Step One: Developing a Hypothesis

The success of an A/B test lies in the hypothesis. What are you testing, and why do you believe it will be successful? These questions should guide you when formulating your hypothesis. For instance, are you experimenting with button colors just for the fun of it, or do you believe that some contrasts between the button and background can attract more customers?

A/B testing is unnecessary in situations where you're confident that an idea will improve your app or service, and the risks of implementing it blindly are minimal. In such cases, feel free to steer straight to implementation.

Step Two: Prioritizing Impactful Elements

Once you're clear about why you're testing, you need to thoughtfully choose the components to put to the test. While it might be tempting to run simultaneous tests on all possible parameters, it is imperative to focus on the components that are likely to have the most significant impact on conversions. Instead of obsessing over the color of a button, consider running tests on the language in a call-to-action or the extent of a discount in a promotional offer.

Step Three: Running the Test

Patience is a critical virtue when running A/B tests. It’s a common trap for many to set up an A/B test, monitor it closely, and hastily draw conclusions, often prematurely ending the test. Resist the urge to declare an early victory simply because one variant seems to be performing better.

Running the test for the full pre-decided duration allows you to confidently choose the winning variant and avoids inaccurate conclusions. Allow your tests to run at least for a month, as longer tests deliver more reliable results.

Step Four: Evaluation

The climax of the A/B testing journey – evaluation. Once you've run your tests, examine the results carefully. It’s not enough to know the winning version; it’s equally vital to appreciate why it won.

Think of A/B testing as a pathway to gaining valuable insights about what your audience likes and why. Keep in mind that mindless testing is a futile exercise, while thoughtful and strategic testing can provide you valuable insights into your target audience's preferences.

A/B Testing Best Practices

There's no one-size-fits-all approach to A/B testing, but sticking to a few best practices can ensure your efforts are effective and your results are reliable.

Avoid Seasonal Testing

Stay away from testing during seasonal periods when consumer behavior could be influenced by temporary trends or preferences, leading to skewed results.

Test Both Versions Simultaneously

Simultaneously testing both versions of your webpage or product is key to obtaining accurate and unbiased results. Testing one version one week and the other the following week can lead to a misinterpretation of results.

Include New and Regular Visitors in the Test

Although it might be tempting to include only new visitors in your tests, particularly if you’re testing a core part of your website, remember to incorporate regular visitors as well. After all, your website should cater to the needs and preferences of all your users, not just the new ones.

Test Only One Element at a Time

Lastly, remember to run tests on one element at a time. Testing multiple elements simultaneously makes it difficult to attribute positive or negative changes to a specific variant.

Creating a Successful Hypothesis

Remember, a sound hypothesis is a heartbeat of any successful A/B test. A hypothesis often follows this simple formula:

Changing (the element being tested) from _____ to _____ will increase/decrease (a specific conversion metric).

Your hypothesis should not only document your expectations of how a specific change will impact a conversion metric, but it should also be measurable in quantifiable terms.

Here’s an example of a good hypothesis statement:

Changing the headline from 'Grab your tickets now!' to 'Tickets filling out fast - only the last 50 left!' will increase online ticket sales.


A/B testing, when done right, can be the secret sauce to a company's success. But remember, while experimentation is essential, it's equally crucial to understand your audience, focus on impactful elements, and let data drive your decisions. Run your tests, analyze your results, rinse, and repeat! That’s the beauty of A/B testing.

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