A process known as A/B testing, or split testing, stands as a quantitative approach to determining the most effective version of various elements like call-to-action (CTA), text, images, and more. The methodology involves creating multiple versions of a single element, randomly dividing the user base, and analyzing which version yields better performance. Some excellent tools for executing A/B tests include Unbounce, VWO, or Optimizely.
An A/B test – also called split testing – is a simple experiment where users are shown two variants of a design (e.g. background image on a webpage, font size or CTA copy on a homepage, etc.) at random to find out which one performs better. The variant that makes the most users take the desired action (e.g. click the CTA button) is the winner and should be implemented, while the alternative should be discarded.
