What is A-B Testing And How Can It Help Your Small Business?

A-B testing is a great way to compare online marketing strategies or tools to see which one is working better. It’s a cost effective way of pitting everything from web pages to email campaigns against each other so you get the best ROI. Using this method, you’ll get the numbers and statistics to see what needs to be changed out, tweaked or left alone.

Here’s How A-B Testing Works

Let’s say you’re putting together a website for your small widget business. You’ve sourced a few different designers and got two excellent mock-ups. Your torn between the two but need to make a choice.

A-B testing allows you to keep your emotions in check and use empirical data to make a decision. You’ll need to start by splitting the website traffic between the two candidates.

Then, once the data starts flowing in, you can start to see which website designer’s work is performing best. With this example, you’ll also need to herd the numbers toward certain corrals that matter to you. For example, you might use metrics like the conversion rate and the bounce rate of both designers before making a final decision.

The metrics that you use often depend on what you’re testing. However, there are a few common ones.

Bounce Rate

In a nutshell, making a good first impression is what this metric is all about. That’s why you need to include it. If people are looking at your landing page(s) and leaving right away, it’s a big red flag you need to look at.

Exit Rates

These tell you the story of the visitors that get past the landing page but still decide to leave.  If visitors are dropping off at a certain page, you know where to start work.

Engagement Metrics

These are averages that help to bring everything into focus. Taking a look at the averages can show you which pages need to be tweaked.

Like anything else you use for small business marketing, there are some do’s and don’ts when it comes to A-B testing.

A Few A-B Testing Don’ts

Don’t test one item and then the other. For example, if you’ve got two email campaigns to choose from, testing one in September and one in October will skewer the results. Running both at the same time ensures the subjects or traffic is consistent.

Don’t be in a rush. You’ll be getting lots of information once you start one of these tests. The trick is not to end the experiment too early. Using only a few visitors over a short period of time wont give you enough data to make the right choices. Here’s a calculator that will help you decide how long the test should be.

A Few A-B Testing Dos

There are some best practices you should follow.

Be consistent. If you’re testing a Call To Action across several pages, it should designed the same across them all. Changing the design from page to page will skewer the data.

De several tests. The chances are you’ll make a few mistakes on your first A-B test. To get a template you can use, you’ll need to work on refining the techniques you use. For example, you can test several variants at once or even design your own approach. Get a few good ideas here.


What is A-B TestingA method to compare marketing strategies or tools empirically to determine the most effective approach.

ScenarioChoosing between two website designs for a small widget business.

Process1. Split website traffic between the two designs.
2. Collect data on performance metrics.
3. Analyze data to determine the better-performing design.

Metrics to Consider- Bounce Rate: Measures first impressions and landing page effectiveness.
– Exit Rates: Identifies where visitors drop off.
– Engagement Metrics: Provides averages to highlight areas for improvement.

A-B Testing Don’ts- Avoid testing items at different times to maintain consistency.
– Don’t rush the experiment; gather sufficient data for meaningful results.

A-B Testing Dos- Maintain consistency in design when testing across multiple pages.
– Conduct several tests to refine techniques and explore different variants.

Additional ResourcesUse a calculator to determine the appropriate test duration. Calculator Link

Maximizing A-B Testing Success

A-B testing, also known as split testing, is a powerful tool for optimizing your online marketing strategies and improving your ROI. To ensure you make the most of this method, consider the following tips:

Clearly Define Your Objectives

Before starting an A-B test, establish clear and specific objectives. What do you want to achieve with the test? Define your key performance indicators (KPIs), such as conversion rate, click-through rate, or bounce rate.

Test One Variable at a Time

To obtain accurate results, focus on testing one variable at a time. Whether it’s the design of a landing page, the subject line of an email, or the placement of a call-to-action (CTA) button, isolating variables ensures you know exactly what’s causing changes in performance.

Use Statistical Significance

Ensure that your test results are statistically significant before drawing conclusions. Running tests with insufficient data can lead to inaccurate decisions. Various online tools and calculators can help you determine the sample size needed for valid results.

Segment Your Audience

Different audience segments may respond differently to your variations. Consider segmenting your audience based on demographics, behaviors, or preferences. Tailor A-B tests to specific segments to better understand what works for each group.

Regularly Monitor and Analyze Data

Don’t wait until the end of a test to check results. Regularly monitor the data and make adjustments as needed. If one variation is significantly outperforming the other early in the test, it may be worth ending the test early.

Ensure Consistency

Maintain consistency in design and messaging across all test variants. Changing other elements while testing one variable can lead to skewed results. Keep everything else constant to accurately attribute changes to the tested variable.

Implement Continuous Testing

A-B testing is not a one-time effort. Continuously test and refine your marketing strategies. As you gather insights from previous tests, apply them to future campaigns for ongoing improvement.

Document and Learn

Keep a detailed record of your A-B tests, including the hypotheses, variations, and outcomes. Documenting your tests allows you to learn from past experiments and avoid repeating mistakes.

Consider Mobile Responsiveness

With the increasing use of mobile devices, ensure that your A-B tests account for mobile responsiveness. Test how variations perform on different screen sizes and devices to cater to your mobile audience effectively.

Seek Professional Guidance

If you’re new to A-B testing or want to maximize its potential, consider consulting with professionals or agencies experienced in data-driven marketing. They can provide valuable insights and guidance to help you achieve your marketing goals.

Exploring Advanced A-B Testing Techniques

A-B testing, while effective on its own, can be enhanced with advanced techniques and strategies. Here are some more advanced approaches to consider:

Multivariate Testing

Multivariate testing allows you to test multiple variables simultaneously. Rather than comparing two entirely different versions (A and B), it assesses combinations of changes. This method is suitable for optimizing complex webpages or email campaigns with several elements to consider.

Sequential Testing

Sequential testing involves making decisions based on data collected during the test, rather than waiting until a predetermined sample size is reached. This approach is useful when you need quick insights or when one variation is significantly outperforming the other.

Personalization Testing

Implement personalized content based on user behavior, demographics, or past interactions. Personalization can significantly improve engagement and conversion rates. A-B test different personalization strategies to find the most effective ones.

Machine Learning and AI

Incorporate machine learning algorithms and artificial intelligence to analyze A-B test results. These technologies can identify patterns and insights that may not be apparent through manual analysis, leading to more informed decisions.

Segmentation and Targeting

Refine your A-B tests by segmenting your audience into smaller, more homogeneous groups. Tailor variations to specific segments to deliver more personalized experiences and achieve higher conversion rates.

Dynamic Testing

Implement real-time or dynamic A-B testing where the system automatically adjusts content or design based on user interactions. For example, a website can adapt its layout or product recommendations based on user preferences.

Incorporate Qualitative Data

Combine quantitative A-B test results with qualitative data from user surveys, feedback, or usability testing. Qualitative insights provide context to the numbers and help explain why certain variations perform better.

Cross-Channel Testing

Extend A-B testing beyond a single channel. Test variations across multiple marketing channels simultaneously, such as email, social media, and website, to understand how changes impact the entire customer journey.

Longitudinal Testing

Instead of short-term A-B tests, conduct longitudinal testing over an extended period. This approach helps identify trends and seasonality in user behavior, providing insights into long-term effects.

Competitor Benchmarking

Benchmark your A-B test results against competitors in your industry. Understand how your performance compares and use this information to gain a competitive advantage.

Predictive Analytics

Leverage predictive analytics to forecast the impact of potential changes before implementing them. This reduces the risk of unsuccessful tests and allows for more strategic decision-making.

Geographic Testing

Test variations in different geographic regions to account for cultural, regional, or language preferences. Geographic A-B testing helps optimize global marketing campaigns.

Advanced A-B Testing TechniquesDescription

Multivariate TestingSimultaneously test multiple variables to assess combinations of changes in complex webpages or email campaigns.

Sequential TestingMake decisions based on interim data during the test instead of waiting for a predetermined sample size, ideal for quick insights or when one variation outperforms significantly.

Personalization TestingImplement personalized content based on user behavior or demographics, improving engagement and conversion rates. A-B test various personalization strategies to find the most effective ones.

Machine Learning and AIUtilize machine learning algorithms and artificial intelligence to analyze A-B test results, identifying hidden patterns and insights that may not be apparent through manual analysis.

Segmentation and TargetingRefine A-B tests by segmenting the audience into smaller, homogeneous groups, tailoring variations for personalized experiences and higher conversion rates.

Dynamic TestingImplement real-time or dynamic A-B testing, allowing automatic adjustments based on user interactions, such as adapting website layouts or product recommendations.

Incorporate Qualitative DataCombine quantitative A-B test results with qualitative data from user surveys, feedback, or usability testing to provide context and explanations for variation performance.

Cross-Channel TestingExtend A-B testing to multiple marketing channels simultaneously, such as email, social media, and websites, to understand how changes affect the entire customer journey.

Longitudinal TestingConduct A-B tests over an extended period to identify trends and seasonality in user behavior, gaining insights into long-term effects.

Competitor BenchmarkingCompare A-B test results with competitors in the same industry to assess performance and gain a competitive advantage.

Predictive AnalyticsUse predictive analytics to forecast the potential impact of changes before implementation, reducing the risk of unsuccessful tests and supporting strategic decision-making.

Geographic TestingTest variations in different geographic regions to account for cultural, regional, or language preferences, optimizing global marketing campaigns effectively.


A-B testing is a powerful tool that empowers businesses to make data-driven decisions and optimize various aspects of their marketing strategies. It allows you to compare different variations of web pages, emails, and marketing campaigns to identify which performs best and yields the highest return on investment (ROI). A-B testing provides valuable insights into customer behavior, preferences, and engagement, ultimately leading to improved conversion rates, higher revenue, and enhanced customer satisfaction.

When conducting A-B tests, it’s crucial to follow best practices, such as ensuring consistency, avoiding rushed decisions, and maintaining a sufficient testing duration. Additionally, embracing advanced A-B testing techniques, such as multivariate testing, personalization, and machine learning, can take your optimization efforts to the next level and provide a competitive edge in the digital landscape.

Remember that A-B testing is an ongoing process, and continuous experimentation is key to staying relevant and effective in today’s dynamic business environment. By incorporating both basic and advanced A-B testing strategies into your marketing toolkit, you can adapt to changing customer preferences, refine your campaigns, and achieve sustainable business growth.

In summary, A-B testing is not just a marketing strategy; it’s a mindset—a commitment to constant improvement and a dedication to delivering the best possible experiences to your customers. So, embrace the power of A-B testing, and let data be your guide on the path to success in the digital age.

Related reading: Email Marketing Guide for Beginners

AB Test Photo via Shutterstock

This article, “What is A-B Testing And How Can It Help Your Small Business?” was first published on Small Business Trends