What is A/B testing and how do you run your first test?
A/B testing (also called split testing) is a method of comparing two versions of a web page or marketing asset to see which one performs better. You show version A to one group of visitors and version B to another, then measure which one drives more clicks, enquiries or sales.
It takes the guesswork out of marketing decisions. Instead of wondering whether a different headline would work better, you test it and know for certain.
### How A/B testing works
Every A/B test follows the same structure.
You start with a control. That is the current version of your page, email or ad. It is what your audience sees today.
You create a variant. Change one element: the headline, the call to action button, the image or the offer. Change only one thing at a time. If you change the headline and the button colour and the layout in the same test, you will not know which change caused the result.
You split your traffic. Half your visitors see the control. Half see the variant. The split does not need to be exactly 50/50, but it should be random. Most testing tools handle this automatically.
You measure the outcome. Decide what success looks like before you start. That might be click-through rate, form submissions, purchases or time on page. Pick one primary metric and stick with it.
You wait for statistical significance. Do not call a winner after 10 visitors. You need enough data to be sure the result is not a fluke. A general rule is to run the test until you have at least 100 conversions per variation or the test has been running for two full weeks.
### What you can test
Almost any marketing element can be tested.
**Headlines.** The headline is often the first thing a visitor reads. A small change can lift conversion rates significantly. Try moving your main benefit into the headline.
**Call to action (CTA) buttons.** The text, colour and position of your CTA button all affect click rates. "Book a free consultation" might outperform "Learn more". "Get started" might beat "Submit".
**Images.** A photo of a person using your product may work better than a product shot. A clean graphic may outperform a busy photograph.
**Page layout.** Moving your contact form above the fold or adding a testimonial near the CTA can improve conversion rates.
**Landing pages.** If you run Google Ads or social ads, test different landing pages against each other. The page your ad links to matters as much as the ad itself.
Victory Digital's digital marketing packages start from GBP 849 per month and include landing page optimisation as part of the service. Testing what works for your audience is built into how campaigns are managed.
### Common A/B testing mistakes
**Testing too many things at once.** Each test should change one element. If you test everything together, the results are meaningless.
**Stopping too early.** A test that looks like a winner after 50 visitors is usually wrong. Early results often reverse as more data comes in. Let the test run its full course.
**Ignoring the sample size.** Low-traffic pages are hard to test. If your page only gets 200 visitors a month, a meaningful A/B test may take six to eight weeks. Be patient or test on higher-traffic pages first.
**Testing without a hypothesis.** "Let us try changing the button colour" is not a plan. "Our button says 'Submit' and that does not sound valuable. Changing it to 'Get my free SEO report' should increase clicks because it tells the visitor what they receive" is a hypothesis worth testing.
### A/B testing tools for small businesses
You do not need expensive software to run A/B tests.
Google Optimise was the most common free tool, though it was discontinued in 2023. Many businesses have moved to VWO, Convert or Optimizely, which offer free plans for small volumes.
If you use WordPress, plugins like SplitHero and Nelio A/B Testing add split testing without a developer. For landing pages, tools like Unbounce and Instapage include built-in A/B testing on every page they host.
The simplest method does not need a plugin at all. Create two versions of a landing page with different URLs (page.com/version-a and page.com/version-b), alternate the link in your social posts or emails each week, and manually track which URL sends more enquiries. It is basic, but it works for very small businesses.
### A/B testing and your content strategy
Testing belongs inside your content workflow, not outside it. Every blog post, landing page and email you publish is a chance to test one element against your previous best version. Over a year of testing, those small improvements compound.
Your Victory Digital client dashboard at https://victory.digital/client-dashboard shows you which pages drive traffic and what visitors do after they arrive. That data tells you which pages have the most potential for testing.
The latest SEO reports at https://victory.digital/latest-seo-reports show your rankings and visibility. When a page starts ranking well but converting poorly, it is a strong candidate for an A/B test.
Want to talk about running structured tests on your site? Book a discovery call at https://victory.digital/book/discovery-call.
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