What is A/B testing?
A/B testing, also known as split testing, is a method used to compare two versions of a webpage, ad, or email to determine which one performs better. By running controlled experiments, marketers can make data-driven decisions and optimise for higher conversion rates.
How A/B testing works:
- Create two variants: One is the original (A), and the other includes a change (B).
- Split traffic: Users are randomly assigned to either version.
- Measure performance: Metrics like clicks, conversions, or bounce rates are analysed.
- Determine the winner: The better-performing version is implemented
A/B testing helps businesses refine their strategies based on real user behaviour rather than assumptions.
Why is A/B testing important?
By leveraging A/B testing, businesses can:
- Improve conversion rates and user engagement.
- Reduce guesswork and make data-backed decisions.
- Enhance user experience by testing design, content, and CTAs.
- Optimise marketing spend by focusing on what works.
A/B testing tools
Several tools help marketers conduct A/B tests effectively:
- Google Optimize: Free tool for website testing and personalisation.
- Optimizely: Advanced A/B testing and experimentation platform.
- VWO: Offers A/B testing, heatmaps, and visitor insights.
- Meta Ads Manager: Enables split testing for paid social campaigns.
- Google Ads Experiments: Tests variations of ad creatives and landing pages.
Precis uses A/B testing to optimise campaigns and maximise results for clients, ensuring every change is backed by data