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What is an A/B Testing?
A/B testing compares two versions of a webpage, ad, email, or other asset to determine which performs better against a defined goal. It’s a method for making data-driven decisions.
Why A/B Testing matters?
A/B testing removes guesswork from optimization. By showing variations to different audience segments, you can measure the real impact of changes on KPIs like conversion rate, add-to-cart rate, or click-through rate. In ecommerce, this ensures design and copy changes are guided by evidence rather than opinion.
How A/B Testing works?
Split traffic evenly between version A (control) and version B (variant). Track performance until results reach statistical significance. Changes can range from headline copy to CTA color to entire page layouts. Run one test at a time to isolate the impact of the change.
Example in ecommerce
A skincare brand tests a green “Add to Cart” button against a blue one. The green button produces a 7% higher add-to-cart rate, leading to a full rollout across the site.
Common mix-ups
A/B testing is not multivariate testing, which tests multiple changes simultaneously.
Best practices
- Test one variable at a time.
- Run tests long enough to reach significance.
- Segment results by device type.
- Set a clear hypothesis before starting.
- Use reliable testing tools.
- Avoid stopping tests early due to small gains.
- Document and share results across teams.
Industry benchmarks
- Many ecommerce A/B tests see 2-10% lifts when successful.
- Small gains compound significantly over time.
Related terms
Related article
Heatmap vs Hotjar: Which Analytics Tool is Better for Ecommerce Growth in 2025?
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