Startup Glossary: A/B Testing

An experiment in which two or more variations of a variable (web page, page element, etc.) are displayed to different groups of website visitors at the same time in order to see which version has the greatest impact and influences business metrics is known as A/B testing, also known as split testing.

What is A/B Testing?

In this paragraph, we will answer “what is a/b testing?” In order to improve a business measure, A/B testing, also known as split a/b split testing, is used to test two alternate versions of a website or product feature. One version might merely have a different button colour, while another might have a completely new feature set.

What is the Process of A/B Testing?

In terms of the scientific approach, A/B testing is a lot like doing a scientific experiment. Determine which of your current features have the greatest potential to improve key business metrics. Utilizing the baseline data, look at how customers are using these features and come up with a hypothesis about how to improve them.

Because the next step is to build the new version, prioritising improvements based on how straightforward they are to implement is a solid technique. Start with an existing test and build a new one. Version A is referred to as the “control” version by scientists, whilst Version B is referred to as the “experiment” version.

You can separate users into two groups to check which group has a statistically significant higher conversion rate while conducting front-end A/B testing. If you’re looking for a deeper level of A/B testing, you’ll need to go elsewhere.

The Examples of A/B Testing Tools

Here are some of the a/b testing tools and a/b testing examples.

Email Marketing A/B Testing 

A/B testing, often known as split testing, is a strategy for determining which of two campaign alternatives is the most effective at encouraging opens or clicks. This paragraph explains what a b test is in email marketing.

A/B testing is the process of creating two different versions of a single campaign and distributing them to a small percentage of your total subscribers. There are two groups, one receiving Version A, and the other receiving Version B. By counting the number of people who open or click on a certain version, we can determine which one wins. Informing the rest of the subscribers, they are then informed. Mailchimp a/b testing feature is a great tool for this

Google A/B Testing

The procedure of creating a Content Experiment on Google a/b testing can be completed in a few minutes.

While checking in, you’ll need to make at least one or two-page changes. For more information on what you should be testing before this post is finished, take a look here and here.

Once you’ve done adding your tracking codes to your website, go to Google Analytics and log in.

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A/B Testing for Mobile Apps

A/B testing in mobile apps allows for the comparison of two versions of an app’s user interface. Randomly selected groups of app users are formed, and each group is subsequently treated with a different experience. Once a sufficient number of users have completed the trial, it is simple to determine statistically with high certainty which version of the app has the most conversions.

In-app purchases for more levels, for example, may be available in a mobile game developed by an app developer. To observe which banners garner the most attention, several levels of banners could be tested.

As a result of doing an A/B test, they will know which banner performs best. Once the test has gained statistical significance, the winning variation can be made available to all users.



For A/B testing, server-side testing, and more, Optimizely is one of the best optimization solutions in the business. A b testing with Optimizely gives the ability to personalize a website and manage web content are also supported by this platform, as are online commerce and website personalization. Using this platform, you can make data-driven decisions on how to improve the digital power of your website or business.

The software is best suited for small and medium-sized businesses, as well as freelancers. At least 90% of the world’s largest brands use Optimizely to improve their goods or services. The Digital Experience Platform, Full Stack, Optimization-as-a-Service, Rollouts, and Web Experimentation are all available on this platform.

Using the Digital Experience Platform, you can make your website more user-friendly and provide your visitors with the greatest possible experience. Testing, targeting and suggestions may all be done in one place using Optimization-as – A Service (OaS).

A/B testing and robust feature flags are both supported by Optimizely’s Full-Stack offering. SDKs for all major platforms are included, allowing users to work with any programming language. Using Optimizely’s Web Experimentation platform, you can quickly test and refine every aspect of a customer’s interaction with your website.

Finally, Optimizely’s Rollouts open-source tool allows you to release your website with confidence and no stress.



You should create a plan that enables you to test every component of your website and each web page separately because A/B testing is the more accurate method. For this, it is best to isolate and test each component independently. To determine which page element performs best in terms of boosting traffic, conversions, and other key performance metrics, two distinct iterations of the same page element will be compared.

The headers are the ideal location to start with WordPress a/b testing. Find out which of the two headers performs better using an A/B test.

Footers and sidebars can be tested using the same technique. It’s possible to do an A/B test to see which footer design is more appealing to site visitors by using a sample of your audience as a test group. Sidebars should be treated the same way. You can compare the response of your audience to a single sidebar versus two to see which is more effective.

Color schemes can also be tested over the entire website. After narrowing down your theme, you can experiment with two colour schemes to see which one is more popular.

A/B Smartly

There are two approaches to this: Several teams can run and carry out hundreds of concurrent tests using the A/B Smartly platform, which is built on knowledge and engineering. All parties have complete access to all potential interactions using the technology.

A/B imagines that all employees inside an organisation can engage in exploration. You can immediately observe the effects of a change using A/B testing, but you won’t understand why a visitor behaves a specific way or why a test works or doesn’t work.

Teams can stay nimble and monitor more trials thanks to an intuitive dashboard; when something goes wrong, the team is informed and is prompted to respond right away. A/B You are immediately made aware of generic guardrails and debugging metrics.


Any website that wants to determine which combination of components attracts visitors and turns them into customers must conduct A/B testing. It also provides numerous additional advantages, as was already mentioned. So, if you’re trying to identify the greatest A/B testing tool, this post will undoubtedly be of assistance.

Along with A/B testing, all of the aforementioned programmes have a wide range of additional functions. Each A/B testing tool is superb in and of itself. However, it is totally up to you to make the right decision in order to meet the needs of your website.