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What is A/B Testing and Why is This Important

People who are working in the digital marketing field may know the concept of “A/B Testing”  and use it in marketing research. So if you are interested in digital marketing, we will show you in this article A/B testing meaning and usage and we will discuss the importance of it. 

What is the A/B testing 

It is a method that compares two versions of a webpage or app against each other to determine which one performs better.  The test will tell you which version proved most popular among your audience based on specific metrics, such as conversion rate or time on page. there are many tools that are used to make this test we will show them as follow:

  • Optimizely.
  • VWO.
  • Convert Experiences.
  • SiteSpect.
  • AB Tasty.
  • Sentient Ascend.
  • Google Experiments.
  • Qubit.

Then, you should know that this test has many elements to be able to do the test:

Headlines and copywriting

Because the headline is the first thing that people see, you must make it catchy to attract more people and take their attention to read what you write. you should use a different length of paragraphs and different levels of persuasion.


The call to action tells you the next step you need to do to your customer. It should entice the reader to act on your offer because it offers too much value to resist.

Images, audio, and video

Creating the audio, image, and video content enable you to reach your target audience accurately. If you have a library of videos at your disposal, one good idea is to A/B test video testimonials against written ones or short infographics against longer versions.

Subject lines

A/B testing subject line enables you to get people to click. you could try questions versus statements, test power words against one another, and consider using subject lines with and without emojis.

Content depth

You should test your content to match with your target audience. some people prefer deep content that has everything about the topic, not basics only Content depth impacts SEO as well as metrics like conversion rate and time on page. A/B testing allows you to find the ideal balance between the two.

Product descriptions

You should provide the product with a full detailed description. you can test product description design. Try testing paragraph copy against bullet points.

Social proof

Displaying social proof on your landing pages, product pages, and other marketing assets can increase conversions, but only if you present it in an appealing way.

Email marketing

You can make A/B testing for your marketing e-mails. You just send version A to 50 percent of your subscribers and version B to the rest.

Media mentions 

Try A/B testing different pull quote designs. You could also test mentioning the publication’s name versus using its logo.

Landing pages

Your landing pages need to convert users on whatever offer you present them with. If they don’t, you lose a potential sale.

You may ask yourself how I make an A/B test? so the next steps will show you the mechanism of doing it:

  • Choose what you want to test.
  • Set goals.
  •  Analyze data.
  • Select the page that you’ll test.
  • Set the elements to A/B test.
  • Create a variant.
  • Choose the best A/B testing tools.
  • Design your test.
  • Accumulate data.
  • Analyze the A/B testing statistics.

Why is the A/B testing Important

AB testing can be used consistently to continually improve a given experience, improving a single goal like conversion rate over time. By testing the subsequent landing page, they can learn which layout converts visitors to customers best. 

A/B testing lets you know what words, phrases, images, videos, testimonials, and other elements work best. Even the simplest changes can impact conversion rates.

If you want to know more about A/B testing and its types, you could visit this article.

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