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:

  1. Create two variants: One is the original (A), and the other includes a change (B).
  2. Split traffic: Users are randomly assigned to either version.
  3. Measure performance: Metrics like clicks, conversions, or bounce rates are analysed.
  4. 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