A/B Testing 101: The What, The How And The Why


by 123FormBuilder

Testing is part of our everyday life. As babies, we want to test everything by sticking it into our mouths and seeing what it tastes like. As kids, we want to test out the most courageous stunts. As marketers or business professionals, we need to test different strategies, in order to find the most effective one. Correct me if I’m wrong, but nobody can be 100% sure of their solution. Therefore, let the testing begin. In this article, it’s all about A/B testing.

Quick check – What is A/B testing?

A/B testing is an experiment where you employ two or more variants of something, to see which one of them performs better. Usually, those variants are pretty much the same, except a specific element that differentiates them. Using A/B testing, you can find out which version of that element drives better results, and therefore which variant to adopt.

While the name implies two versions being compared, namely A and B, in reality, you can use more of them and find your best performing one. You can apply this test every time you already have a version of something you want to change, or whenever you start a new initiative with several options you need to choose from.

As of where it can be used, A/B testing is widely spread when it comes to finding converting landing pages. Other uses can imply online advertising banners, web forms, the sales path of an e-commerce platform, email templates for marketing campaigns.

For those professionals needing to drive up their marketing results, A/B testing can be a goldmine. Furthermore, anyone using online forms on their landing pages, as part of their marketing strategy, can do some A/B testing with the help of our Unbounce integration.

How does A/B testing work?

One thing is sure: it’s not rocket science. Mainly because nowadays you have easy to use solutions, like the ones offered by our partners at Unbounce, that can be used by anyone who’s not so tech savvy. Unbounce lets you experiment with various landing page elements, so you can find the golden path to conversion or performance increase.

The first thing to do is to decide what you would like to test. Here’s a list you can choose from:
– the page headline
– the main call to action, in terms of the actual action it invites to (for example: “Try now”, “Order free”, “Request a quote”)
– different design elements – colors, images, shapes of your call to action or your landing page overall
– your landing page text, in terms of its length
– the landing page web form, mainly focusing on the field number. You know the rule – the fewer the field number, the higher your chance to more form submissions.


After deciding what you would like to test, it’s time to make the changes on your landing pages, while creating two or more variants. These can either be the initial variant (control) and the changed version(s) of it (treatments), or several page variants you design for a campaign. Whenever you find the page variant that performs best, you have the champion page in front of you.


For the actual testing part, you will assign page traffic to your different variants. You can decide how you want to split the traffic volume. For example, you could use a 40/60 or a 50/50 scheme for two variants. As a general tip though, if you have the main page you are already using, and create an alternative version of it, don’t direct too much traffic to your new version, as it could turn out risky for your existing traffic amount. Another thing to keep in mind is that a visitor will always view the same variant of your landing page, which will be shown to them using visitor identification based on cookies.

Why you should do A/B testing

Do you like red? If so, you might choose it for your main call to action from your landing page. But are you sure this is a good idea? Because a comparison of red vs. green call to action revealed, according to Sitepoint a 34% higher conversion rate in case of the green button. See, this is something where A/B testing can help you make a safe move.

Similarly, an A/B testing ran for Obama’s campaign website showed that from the three calls to action “Learn More”, “Join Us Now” and “Sign Up Now”, the first one got 18,6% more clicks, according to Wired.

If you’re not convinced by now that A/B testing can bring you a lot of benefits, we will pinpoint more clearly some of them:
– A/B testing helps you decide upon a page variant from several ones you had in mind
– it saves you time and money by choosing the most effective option
– your page variant choice is based on real results, not on pure intuition, nor is it left at the will of chance
– it can teach you which variants or elements generally perform better, so you can orientate future ones according to them.

So, whatcha waiting for? Go get those conversions to skyrocket!


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