A/B testing

Published: 19.02.23Marketing
A/B testing in practice

A/B testing is a popular technique used in marketing to optimize conversion rates and improve the performance of campaigns. It involves creating two different versions of a marketing element (such as an email, landing page, or ad) and testing them against each other to determine which one performs better. In this article, we will explore what A/B testing is, how it works, and best practices for implementing A/B tests.

What is A/B Testing?

A/B testing is a statistical method that involves testing two variations of a marketing element to determine which one performs better. One variation is typically the control (the original version), while the other is the variation (the alternative version). The two versions are then presented to a randomly selected group of users, and their behavior is measured to determine which version performs better.

How Does A/B Testing Work?

A/B testing typically involves the following steps:

  1. Identify the Element to Test: Identify the marketing element that you want to test. This could be an email subject line, a landing page headline, a call-to-action button, or any other element that you believe could impact conversion rates.
  2. Create Two Versions: Create two versions of the element to test. One version should be the control, which is typically the original version, while the other should be the variation, which includes a single change or tweak.
  3. Randomly Assign Users: Randomly assign users to either the control or variation group. This ensures that the results are unbiased and representative of the target audience.
  4. Measure Results: Measure the performance of the control and variation groups using a predetermined metric, such as click-through rate, conversion rate, or revenue generated. Compare the results to determine which version performed better.
  5. Implement the Winning Version: Implement the winning version and continue to monitor performance to ensure that it continues to outperform the original version.

Best Practices for A/B Testing

  1. Test One Element at a Time: To isolate the impact of each change, only test one element at a time. This ensures that you can accurately determine which change had the greatest impact on performance.
  2. Test a Large Enough Sample Size: To ensure that the results are statistically significant, test a large enough sample size. This will depend on the size of your audience and the level of confidence that you want to achieve.
  3. Set a Clear Goal: Set a clear goal for your A/B test, such as improving click-through rates or increasing conversions. This will help you to stay focused and measure the impact of the test accurately.
  4. Monitor Performance Regularly: Monitor the performance of the test regularly to ensure that the results are still valid and that the winning version continues to outperform the original version.


A/B testing is a powerful technique that can help businesses optimize their marketing campaigns and improve their conversion rates. By testing different variations of marketing elements and measuring their impact on performance, businesses can make data-driven decisions and improve the effectiveness of their campaigns. Remember to test one element at a time, test a large enough sample size, set a clear goal, and monitor performance regularly to ensure the success of your A/B tests.

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Author Avatar Sebastian Czubak

Chief Operating Officer. Responsible for overseeing all aspects of the company's operational activities. He has extensive experience in the CRM software industry and successfully leads teams in product development, marketing, sales, and customer service. He is responsible for building knowledge and awareness of Firmao among customers.

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