A/B Testing

A/B testing (split testing) is comparing two versions of a page or element — A and B — by showing each to a portion of visitors and measuring which performs better against a goal, like sign-ups or clicks.

Why it matters

It replaces opinion with evidence. Instead of arguing about which headline or button works, you let real visitor behaviour decide. Small, tested changes to high-traffic pages can compound into meaningful gains.

The common pitfall

Calling a winner too soon. With too few visitors or too short a run, random noise looks like a result. A/B tests need enough volume and time to be trustworthy.