A/B Testing

A/B testing, also known as split testing, is a powerful technique utilised in Conversion Rate Optimisation (CRO), User Experience (UX) Design, Email Marketing and Content Marketing.

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The Benefits Of A/B Testing

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Increase User Engagement

A/B testing allows you to experiment with different design elements, layouts, or interactive features to discover what resonates most with your audience. By identifying the variations that lead to higher engagement, such as a longer time on the page or increased interaction with specific elements, you can enhance the overall user experience and keep visitors more actively involved.

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Create Better Content

A/B testing is a powerful tool for content optimisation. Whether it’s tweaking headlines, refining copy, or experimenting with multimedia elements, you can determine which content variations drive better user responses. This insight helps you craft more compelling content that aligns with your audience’s preferences, ultimately leading to improved engagement and conversions.


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Improved Conversion Rates

A core objective of A/B testing is to optimise for conversions. By testing different calls-to-action, form layouts, or checkout processes, you can identify the elements that drive the highest conversion rates. This targeted optimisation ensures that your digital assets are finely tuned to guide users seamlessly through the conversion funnel, resulting in more successful outcomes for your business.

A/B Testing Uses


User Experience (UX)

A/B testing plays a crucial role in refining user experience (UX) design. By testing different layouts, navigation structures, and interactive features, organisations can uncover design elements that enhance overall usability and user satisfaction. This iterative approach ensures that design decisions are data-driven and aligned with user preferences.


Conversion Rate Optimisation (CRO)

A/B testing is widely employed to optimise elements that directly impact conversion rates. This includes testing variations of call-to-action buttons, form layouts, page headlines, and other critical components of a website or landing page. By experimenting with different versions, businesses can identify the most effective configurations that drive higher conversion rates.



Content Marketing

In content marketing, A/B testing can be applied to optimise various content elements. This includes testing different headlines, images, and content formats to understand what resonates best with the target audience. By refining content based on A/B test insights, marketers can create more engaging and impactful materials.


Email Marketing

A/B testing is commonly used in email marketing to optimise campaign performance. Marketers can test different subject lines, email copy, visuals, and calls-to-action to identify the most effective combinations. This ensures that email communications are tailored to maximise open rates, click-through rates, and overall engagement.


Ad Campaigns

A/B testing is essential in the optimisation of digital advertising campaigns. Marketers can test different ad creatives, ad copy, targeting parameters, and bidding strategies to determine the most efficient and effective approaches. This leads to improved ad performance and better return on advertising spend (ROAS).


Products, Services or Feature Testing

A/B testing is valuable for businesses launching new products, services or features. By testing variations in product positioning, feature sets, or pricing models, organisations can gather insights into customer preferences and optimise their offerings before full-scale implementation.

A/B Testing FAQs

What is A/B Testing?
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A/B Testing, also known as split testing, is a method of comparing two versions of a webpage, email or other digital content. This is used for determining key statistics between the two versions and which performs better. With advanced segmentation of audiences, it’s a powerful tool used to support marketing campaigns and online growth.

How long should an A/B test be run?
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The duration for an A/B test varies widely on the amount of traffic and user interactions that your content or web page receives. We usually recommend running the test for at least a month to account for daily and weekly variations. However, some A/B tests may take a lot longer to establish solid, reliable data.

Can A/B testing be used for mobile apps?
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Yes, we also recommend A/B testing for mobile app optimisation. As with web based testing, you can display different variations of your apps to a randomised audience and monitor the results to make data-driven decisions.

Case Studies

Take a look at some of our success stories below.

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The PharmPet Co

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Increase in revenue

Integrity Connect

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Increase In Website Sessions

SMART Balustrades

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Increase In Conversions

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