CRO & Funnel
What is A/B Testing?
A/B Testing is a controlled experiment that shows two versions of a page, email, or ad to separate audience segments to see which one performs better on a specific goal, such as clicks, sign-ups, or demo requests.
Who Is It For?
A/B testing is used day-to-day by teams responsible for turning traffic into pipeline — anyone who owns a landing page, email, or ad and needs proof of what actually moves the numbers.
How Is It Used?
A/B testing replaces guesswork with evidence: instead of assuming a new headline or layout will convert better, teams test it against the current version with real traffic before rolling it out everywhere.
- Run structured experiments comparing headlines, CTAs, layouts, or offers
- Test one variable at a time, or use multivariate testing when there’s enough traffic
- Measure results against a single primary metric until statistical significance is reached
- Roll the winning variant into the permanent page or campaign
Related Terms & Concepts
Frequently Asked Questions
How long should an A/B test run?
Long enough to reach statistical significance and cover a full buying cycle — for most B2B SaaS sites that’s at least two to four weeks, depending on traffic volume.
What’s the difference between A/B testing and multivariate testing?
A/B testing compares two full variants of a page. Multivariate testing changes multiple elements at once to see which combination performs best, which needs more traffic to reach significance.
