How does an A/B test work?
Visitors are split at random: group A sees the current version (control), group B the changed one. The same goal metric is compared over the same period. Changing one thing per test (headline, offer, form, image) makes the cause of a difference clear.
What to watch
- Sample size: with low traffic, small differences may be noise; work out the duration before you start.
- Don't stop early: results swing in the first days.
- One goal metric: decide what you measure before the test.
- Seasonality: campaigns and weekdays can skew results.
Why it matters
A/B testing grounds design and copy decisions in data rather than opinion.
Last updated:
