If you are not running A/B tests, you are spending unnecessary money that you could have used for other things. The only way to get real insights into your marketing campaign is to get data directly from your customers’ behavior, and you can do that through A/B testing. In this article, we will explain what A/B TESTING is and why you need to use it, and detail the leading tools that will help you do this simply to gain precise insights.
What is A/B TESTING and why do you need to use it?
An A/B test can be defined as a method for comparing two courses of action / two parameters in order to discover which one will lead to the best results. In the digital marketing world, we use A/B tests to compare two versions of a specific variable in order to understand how changing it affects the user. For example, we might want to test whether a green CTA button will increase the number of clicks compared to a completely identical button whose only difference is being red. A/B tests can be found everywhere around us, whether on social media advertising platforms, on websites, in newsletters, and more. A/B testing allows you to know which words, phrases, images, videos, testimonials, and other elements work best. Even the simplest changes can impact conversion rates – and that is significant!
In simple terms, it is a randomized experimentation process in which two or more versions of a specific variable are presented to random groups of website visitors simultaneously to determine which version delivers the best result for the predefined goal.
A/B TESTING has several advantages that make using it a must:
- By examining two alternatives, we will know which alternative yields better results, and thus we can adjust the campaign according to the results and put our budget on the alternative that brings in more money. A/B test results can reduce bounce rates and increase visitor engagement. These factors are important to help a business grow. At the end of the day, the business begins to make more money due to reduced costs and increased sales.
- They help diagnose the problem in the campaign, even if it is minor. Sometimes, as advertisers, we do not understand why our campaign is not working and how it can be improved. Often the problem lies in the headline’s placement or the ad’s color, something we might not always notice unless it is clearly pointed out to us.
What can be tested using A/B tools?
There are many elements that can be tested using A/B tests, here are some of the most prominent ones:
Headlines and subheadings
A headline is essentially the first thing a visitor notices on a webpage. Therefore, you must choose the most suitable copy for your website. You must ensure the headlines are short, catchy, and convey the desired message right in the main headline. Using A/B tests, you can test several different writing styles simultaneously to see which of them captures the visitors’ attention and drives them to take a desired action (for example, signing up for a service).
The content itself
The main content of the site should clearly state what the visitor receives and what to expect. Content that is not clearly written and does not clarify the point you want to convey will likely lead to site abandonment. For example, content written in the masculine form that is also intended to appeal to women can cause the female audience to abandon the site. You can also test the content itself to understand which version makes visitors understand your goal better.
Content length
Some site visitors prefer reading long pieces of content that thoroughly cover the smallest details. In contrast, others prefer skimming the page and diving deep only into the topics most relevant to them. An A/B test allows you to understand which category your target audience falls into.
For example:
Site design
Many times you speak the right language, bring traffic from relevant audiences, but it does not culminate in a purchase of the product / sign-up for the service, etc. One of the most important things you need with the help of an A/B test is to understand which design is more effective.
Site navigation
Another element on the site that you can optimize using an A/B test is the site’s navigation. This is one of the most important components related to the user experience. For example, you can test the placement of the navigation bar on the site.
Call to action buttons (CTA)
A call to action button is where the action you hope for takes place – whether visitors complete purchases and convert, whether they fill out the registration form or not, and other such actions that have a direct impact on the site’s conversion rate. An A/B test allows you to test different CTAs, their placement on the site, their size or color, etc.
For example:
Mistakes to avoid
- Ending the test too quickly – Many times we tend to end the test as soon as there are any results that align with our initial hypothesis, rather than after sufficient time has passed to conclude the test. Let the test run to get an accurate picture (the required time depends on the volume of traffic exposed to the test).
- Comparing too many variables – It is true that there are many variables we want to test and all are important to one degree or another, but it is important to address a limited number of variables in order to obtain the most accurate insights.
Tools for AB TESTING
Split Test For Elementor – This tool is a plugin designed exclusively for WordPress-Elementor sites, allowing you to perform A/B tests on pages built with Elementor to understand which page brings the best results. The tool tests all elements on the page – headlines, call-to-action buttons, text length, and more.
Price: The tool is completely free, but it is intended solely for websites built using Elementor.
Google Optimize – this tool allows you to test different versions of pages on your website and see how they perform against the goal you are aiming for. Google Optimize tracks experiment results and tells you which version is the winner. The tool allows full integration with Google Analytics so you can analyze audiences in Analytics and get results. Furthermore, you can run tests on specific user groups that you defined as audiences in Analytics.
Price: The tool is completely free!
Optimizely – Optimizely’s leading platform offers a complete suite of digital experience optimization technologies, including personalization and AI-driven testing, which includes A/B testing, multivariate testing, and server-side testing.
Price: Prices are not detailed on the website and are tailored to each client and their needs. That is, the price will be determined based on the service you request.
VWO – Thousands of brands worldwide use VWO as a platform to run A/B tests on their websites, apps, and products.
Price: Prices are not detailed on the website and you need to request a quote for the service, but you can try the tool for free for 30 days.
AB Tasty – This tool will allow you to compare a wide variety of variables to understand the best results for a broad range of goals – bounce rates, profit margins, click-through rates, and more. The tool supports integration with Google Analytics.
Price: The price is determined only after filling in your details and receiving a quote.
Summary
Many times we avoid running A/B tests claiming that “we already know what the audience wants.” This is a common mistake that we should avoid, for the simple reason that we can benefit immensely from running these tests and gain new insights we hadn’t thought of. We recommend experimenting with the different tools to see which tool is more convenient for you, and above all, start understanding what your audience wants and give it to them accurately.
About the author
Or Fialkov is the CEO and owner of Fialkov Digital, a digital marketing and advertising agency. He runs paid campaigns on Google, Facebook, Instagram, YouTube, LinkedIn, and TikTok, and builds websites and landing pages. He also implements AI in businesses, including AI agents, agentic marketing automation, AI reporting systems, GEO (Generative Engine Optimization), and AI video for campaigns.
