A/B Testing

Successful A/B Testing

The Secret to Successful A/B Testing: The Ins and Outs.

Whether you’re a startup looking for a competitive edge, or a marketing manager trying to find the best way to reach your audience, A/B testing is something you can’t afford not to do.

And yet so many people fail because they don’t have the right strategy. It’s hard to know where to start and what techniques will yield the best results. But this article will give you the tools you need to make your next A/B test successful! It covers everything from defining your goals and setting up good experiment structure, to analyzing the results and drawing conclusions. Don’t run another A/B test without reading this first!

The Basics of A/B Testing

A/B testing is all about comparing two versions of the same product to see which one performs better. There are many ways to evaluate the success of your A/B test, but the most common method is to compare how many people bought one version versus another. When using this method, you assign “buyers” randomly to either the A or B versions of your product.

There are many other metrics you can use when evaluating an A/B test’s success. You can measure conversion rate, time on page, or bounce rate. You can also set up an experiment with multiple variants and take the average of all results across all variants. The key is picking a metric that best reflects your business goals and values so you know what will be most useful in achieving them.

How to Run Successful A/B Tests

A/B testing is one of the most valuable tools in the marketing manager’s arsenal. It can be used to determine which pages on your website get more traffic, which sales channels perform best, and what kind of messaging encourages customers to buy. For these reasons and more, it’s an essential part of any marketer’s toolkit.

But that doesn’t mean you should always use it when you want to make a change – sometimes A/B testing isn’t right for your situation. To run successful A/B tests, you need good strategy and techniques. This article will cover everything you need to know about running successful A/B tests: from defining goals and setting up a good experiment structure, to analyzing the results and drawing conclusions.

When to Use A/B Testing

A/B testing is a great way to test two different versions of something and see which one performs better. For example, you might want to A/B test two landing pages in order to measure which one does a better job of converting visitors into customers.

Another time when you might want to use A/B testing is in the development stage. You can use A/B testing to compare your design options, or see how two different site layouts perform on your users’ computers.

Whatever your goal with the A/B test, make sure you know what it is before deciding how to run it!

Optimizing Your Experiments

A/B testing can be a powerful tool for improving your website and marketing efforts, but it’s not always easy to do. In order to get the most from your experiments, it’s important that you keep in mind the following steps:

  1. Define your goals
  2. Set up a good experiment structure
  3. Analyze the results
  4. Draw conclusions

Defining Experiment Goals

The first thing you need to do when setting up your experiment is define the goals. What are you trying to achieve? What do you want to learn from the experiment? Defining the goal of your A/B test will help you determine what metrics to base it on, and will also help you interpret the results.

Setting Up Good Experiment Structure

A/B testing is a form of experimental design that allows you to test different versions of something in order to measure the differences in outcome. It’s a great way to learn what works and what doesn’t, without investing too much time or money up front.

In order to get the most from your A/B testing, you need to set up good experiment structure. There are four steps to follow:

  1. Define your goal
  2. Determine metrics
  3. Create hypotheses
  4. Choose a sample size

Defining your goal is an important first step when setting up a good experiment structure. You want to answer the question, “What am I trying to find out?” It’s important not just for when you’re designing the experiment, but when analyzing it at the end as well. Next is determining metrics. This includes both qualitative and quantitative data points that can be measured through surveys or analytics tools like Google Analytics or MixPanel.

You can also use these metrics to set up hypotheses of what might happen, and how they might affect one another. Finally, there’s choosing a sample size which will depend on factors like budget and timeline available for this specific A/B test. If you don’t have enough resources for this particular test, there are ways around it that we’ll cover later on.

Designing the Experiment

The first step in a successful A/B test is designing the experiment. You need to know what you’re trying to accomplish and how many variables you want to tweak. One popular method of setting up an experiment is the “double-blind” A/B test, which is best for testing website features or design decisions. In this type of experiment, neither the maker nor the user knows which variation is being displayed, preventing any outside factors from influencing their decision making process.

In order to do a double-blind A/B test, you’ll need three variations of your page:

Variation A: The control with no changes

Variation B: The new variation

Variation C: Another new variation

This way, even if the user knows which version they’re looking at, they won’t know where they rank in comparison to others. This helps against skewing the results by knowing ahead of time what’s being tested.

Once you’ve got your experiment set up, it’s just a matter of gathering data!


A/B testing is a powerful tool for any company to use in order to increase conversion rates and website traffic. But, in order to use it successfully, you must not only understand the basics, but also when to use it and how to structure the experiments. With the right knowledge and a little help from an A/B testing plugin, this is a skill that any business can master.

Now that you know all there is to know about A/B testing, it’s time to take your business to the next level.

Call us today at 613-912-7780 or fill out the form here. Skyfall Blue is here for all your A/B testing on Digital ad marketing services as part of our digital marketing strategy. We look forward to hearing from you.

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