AB Testing in Website Design

Posted on - 11th May, 2017 | Posted By - E4K

What is AB testing?

It is known as a bucket and split testing. A method of comparing two versions of a web page or app against each other to know which one performs best. This test is basically an experiment where two or more variants of a page are to be used at random and statistical analysis is done to determine which variation performs better for conversion of goals.

In this testing – visitors are randomly separated into 2 segments as they visit the website – half of the visitors placed in “segment A”, while the other half goes in “segment B”. Each one is shown a variation of a specific design element of our choice.  For ex:

a/b testing site entrance

It is a real-time test with real users. We can collect significant data to determine how each segment of an element influences the visitor’s behavior. This gives you an insight to create a design that is best suited to yield a positive result for the client’s online business.

How it works?

If you take a web page or an app screen and modify it to create another version of the same page. This change is as simple as a single headline or extra button, or be it a whole redesign of the page. Half of the visitor traffic can be shown the original version of the page and another half of the traffic shown the modified version of the web page.

The visitor’s experience is measured and collected in analytics, then analysed through a statistical engine. You will able to determine which experience had a positive or negative impact.

Testing Process 

Collect Data 

Analytics often shows an insight as to where to begin optimising. It helps to determine the high traffic zone in your website or app. The data can be easily and quickly collected. Always look for pages with low conversion rates or high drop off rates that can improve.

Goal identification

Conversion goals are the metrics to determine whether the variation is more successful than the original version. Goals can be

  • e-mail signups
  • link to product purchases
  • clicking a button

Create hypothesis

Once you identify the goals, you can begin A/B testing ideas and hypothesis for why you think it will be the better option than the current version.

Create variations

In A/B testing software, make the desired changes to an element of the website or app experience. This might be:

  • hiding navigation elements
  • swapping the order of the elements
  • custom overall
  • change the button colour

Many tools have inbuilt visual editors that make the changes easy.

Run the experiment

Run the experiment and wait for the visitors to participate. The visitors are randomly assigned to either the control or variation of the experience. Interaction with each presence is measured, compared and counted to anlayse how it performs.

Analyse the results

Finally, it’s time to collect the results. Your software presents the data from the experiment and shows the difference between how the two versions of the page performed and if there is any relevant statistical difference.

What can you test in the website?

person accessing the laptop

  • Headlines
  • Sub headings
  • Testimonials
  • Images
  • Navigation structure
  • Links
  • Awards and badges
  • Forms
  • Call to action text and button
  • Paragraph text
  • Layout / design elements position
  • Social proof
  • Media mentions

A/B testing ideas – Industries

Technology industry

These industries may need to increase the number of quality leads to the sales team, increase the number of free trial users, or to attract a specific type of buyer. They may test

  • Home page messaging
  • Call to action
  • Free trial signup flow
  • Lead form components


This industry may increase the number of completed checkouts, such as average order value, increase holiday sales. To achieve this, they may test

  • Checkout funnel components
  • Hompage promotions
  • Navigation elements


This industry wants to increase the number of successful bookings that are completed in their website or app or may want to increase the revenue from ancillary purchases. To improve the metrics, the test variations are,

  • Search results page
  • Home page search modals
  • Ancillary presentation of products


“Want to become a top web designer”

The most successful designers know that the handover of the website is just a beginning. Each project brings about endless opportunities for experimentation and optimisation.

By offering this A/B testing in a standard package, I am sure you will be able to increase the revenue, help your client to achieve better business results and build a website you can be proud of.