Is A/B testing used for improving conversion rates?

Yes, A/B testing is a standard conversion rate optimization (CRO) approach used to increase the percentage of visitors who take a desired action, such as filling out a form or completing a purchase, hence improving the performance of a website or landing page.

Two copies of a website or landing page are created, with a slight adjustment made to the “B” version, and they are tested against one another to see which one performs better. This can be accomplished by utilizing specialized software that randomly divides users into the “A” and “B” versions and keeps track of the outcomes.

You might make two versions of the page and compare them to one another, for instance, if you were attempting to increase the conversion rate of a landing page for a product.

The “Buy Now” button on Version “A” might be red, but Version “B” might have a green “Buy Now” button. You may assess which colour of the “Buy Now” button is more successful at persuading visitors to take the desired action by comparing the conversion rates of the two versions.

To find modest adjustments that can have a huge impact on conversion rates, A/B testing can be a highly effective tool.

It’s crucial only to test one element at a time, such as the button’s color or the headline’s language, to appropriately credit any conversion rate changes to the modification being tested.


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