A/B Testing: How It Works
A/B testing is a method of comparing two versions of a page or element to see which performs better. Half your visitors see version A (the original) and half see version B (the variation), and you measure which produces more conversions.
It removes guesswork from decisions. Rather than arguing about which headline or button is better, you let real visitor behaviour settle the question with evidence.
The Basic Process
- Form a clear hypothesis about what to change and why.
- Build the variation alongside the original.
- Split traffic randomly between the two versions.
- Run the test until you have enough data to trust it.
- Roll out the winner and document what you learned.
What Makes a Good Test
Strong tests change one meaningful thing at a time so you know what caused any difference. They are based on a real insight from research, not a random hunch, and they run long enough to reach a reliable result.
Common Pitfalls
- Stopping the test too early because results look good.
- Testing tiny changes with little potential impact.
- Running a test during an unusual period such as a sale.
Frequently Asked Questions
How long should a test run?
Long enough to gather sufficient conversions and to cover at least one full business cycle, usually a minimum of two weeks.
If you need a hand with any of this, your Progressive Robot delivery team is ready to help. Raise a ticket from the Support area of your client portal or speak to your account manager and we will guide you through the next steps.