What is A/B testing?

A/B testing is a CRO method that compares two versions of a webpage, element, email, or other digital experience to determine which version performs better against a specific goal. Version A is usually the control, while Version B is the variation.

How A/B testing works:

1. Define a goal – For example, increase purchases, sign-ups, or click-through rate.
2. Create two versions – Keep the original as Version A and create a modified Version B.
3. Split the audience – Different groups of visitors see the different versions.
4. Collect data – Measure conversions and other relevant metrics.
5. Compare results – Determine which version performs better.
6. Implement the winner – If the result is statistically reliable, use the better-performing version and continue testing.

Example

A Shopify store could test two CTA buttons:

• Version A: “Buy Now”
• Version B: “Get Yours Today”

If Version B produces a higher purchase conversion rate with a statistically reliable result, the business may choose Version B.

What can be A/B tested?

• Headlines
• CTA buttons
• Product images
• Page layouts
• Product descriptions
• Offers and pricing
• Forms
• Landing pages
• Email subject lines
• Checkout experiences

A/B testing is one method within CRO. It helps businesses make data-driven decisions instead of relying only on assumptions or opinions.

In simple terms: A/B testing compares two versions to find out which one converts or performs better.