A/B Testing – Overview


A/B Testing (also known as Split testing) defines a way to compare two versions of an application or a web page that enables you to determine which one performs better. It is one of the easiest ways to analyze an application or a web page to create a new version. Thereafter, both these versions can be compared to find the conversion rate, which further helps in finding the better performer of these two.


Let us assume that there is a web page and all the traffic is directed to this page. Now as a part of A/B Testing, you have made some minor changes like headlines, numbering, etc. on the same page and half of its traffic is directed to the modified version of this web page. Now you have version A and version B of the same web page and you can monitor the visitor’s actions using statistics and analysis to determine the version that yields a higher conversion rate.

A conversion rate is defined as the instance, when any visitor on your website performs a desired action. A/B Testing enables you to determine the best online marketing strategy for your business. Take a look at the following illustration. It shows that version A yields a conversion rate of 15% and version B yields a conversion rate of 22%.

A/B Testing Overview Example