How does A/B testing work, and how can it help you achieve better results.

How A/B Tests Work

A/B tests are used for testing different designs, element placements, or text variants on a website or e-shop. The principle of the tests is relatively simple – a portion of visitors is shown a modified version of the pages, and the performance of the unchanged pages is tested against the modified ones.

In A/B tests, the traffic is usually split 50:50, where 50% of users are shown the website or e-shop without changes, and the remaining 50% are shown the applied changes.

Testing Text Variants

Text content carries significant informational value, so we place great emphasis on testing it using A/B tests. In practice, we most commonly test:

• Welcome text (intro text) – in practice, these texts are used on the homepage to explain to visitors what they can purchase on the e-shop or order on the website. The goal of A/B tests is to test different text variants that reduce the immediate bounce rate from the page.
• USP (unique selling proposition) – these texts are often too generic, so in A/B tests, we measure texts tailored to a specific client. A typical example of a generic USP in an e-shop is “FREE returns within 14 days.” The option to return goods within 14 days is a legal obligation, not a competitive advantage. Another example is “Delivery within 2 days,” which is a common standard delivery time, not a unique competitive advantage.
• CTA (call to action) – with buttons and calls to action (newsletter sign-ups, quote requests, etc.), we test different variants. For example, we test the performance between “Non-binding order,” “Free estimate” versus the variant “Submit inquiry.”
• Reviews and testimonials – reviews on a website contribute to credibility, but if they are displayed as plain text with a photo, they may lose authenticity. Using A/B tests, we observe variants where these texts are replaced with screenshots from Google, Facebook, or other high-authority websites.

Testing Design

Design is one of the most important factors that influence whether a visitor will order services or products from your website or e-shop. Using A/B tests, we can measure how various design adjustments affect the conversion rate, number of orders, and other important metrics. Here are the most commonly tested design elements:

• Button and element colors – Colors can have a psychological impact on visitor behavior. By testing different color variants, you can discover which colors attract more attention and lead to more clicks or orders.
• Element placement – Changes in the page structure, such as the placement of buttons, texts, banners, or forms, can affect user flow and their behavior on the website.
• Font size and style – Texts that are easy to read can help visitors make decisions faster. Testing different sizes, styles, or highlighting key information can significantly impact page performance.
• Graphics and images – Images play a major role in creating an impression of products or services. By testing different images, illustrations, or visual elements, you can find out which resonate best with the audience.
• Page layout – Changes in the arrangement of page blocks, such as the placement of main content, side panels, or category layouts, can affect the user experience.

Testing Forms

Forms are a key element through which users interact with your website. Poorly optimized forms can discourage users from completing an order or submitting an inquiry. Using A/B tests, you can improve form performance in the following areas:

• Number of fields in the form – Testing shorter vs. longer forms can help you find the optimal number of fields so that users complete the form without feeling overwhelmed.
• Form placement on the page – Forms can perform differently depending on where they are placed on the page. For example, a form at the top of the page may have a higher fill rate than one placed at the bottom.
• Texts for fields and buttons – Just like with CTA buttons, forms can contain different calls to action. By testing various texts like “Submit inquiry” vs. “Request for free,” you can determine which variant has better conversion.
• Validation and feedback – The way a form responds to user errors can impact whether users complete the form. Testing different variants of error messages or automatic validation can improve the user experience.
• Single-page vs. multi-step forms – For more complex forms, it may be useful to test single-page forms against multi-step forms, where content is divided into several steps. This can reduce cognitive load and increase form completion rates.