How it Works

A/B testing works best as a repeatable learning process where each experiment helps you make the next decision with more confidence.

1

Target your Audience

Choose who should see your experiment and where it should run - based on page, device, behavior, or other targeting rules.

2

Set your Goals

Define what success means before you launch, whether that is more purchases, more signups, or stronger engagement.

3

Create your variations

Build the changes you want to test, from headlines and layouts to offers, messaging, design, or full page experiences.

4

Run the experiment

Launch the test and let traffic flow to each variation so you can measure real visitor behavior instead of relying on opinions.

5

Analyze the Results

Review performance with clear results, conversion metrics, and statistical confidence to understand what happened and why.

6

Implement the winning variation

Roll out the best-performing experience, use the learning to form your next hypothesis, and continue improving from there.

A/B testing is an iterative process

Great experimentation teams do not stop after one test. They learn from every result, improve the next hypothesis, and keep building a stronger website over time.

  • Every test teaches you something about your visitors, your message, and your funnel.
  • If a variation does not win, you still gain valuable insight and avoid rolling out a change that could have lowered conversion.
  • Winning tests become your new baseline, which gives you a better starting point for the next experiment.