IT Glossary
What is A/B testing?
The method that puts two versions of a page in front of real visitors and lets their behaviour, not anyone's taste, decide the winner.
Two people in a meeting disagree about the colour of the order button, and neither has any evidence. A/B testing ends that kind of argument with arithmetic: half your visitors are shown version A of the page, the other half version B, and after a few weeks the numbers say which one produced more orders or more quote requests. The discipline is to change one thing at a time — the headline, the displayed price, the button wording, a photo — because if you change five, you learn nothing about which one moved the needle. For a company with a reasonable amount of traffic, this is the cheapest route to more revenue that exists: the same visitors, a higher share of them buying, no increase in advertising spend. The one hard limit is volume. Below a few hundred conversions per variant you are reading statistical noise and calling it insight, which is worse than not testing at all.
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Why it matters for your business
Decisions backed by evidence
Arguments about personal preference end with a number: the version that produces more orders wins, whatever anyone in the room thinks of it.
More revenue on the same budget
You improve the share of visitors who buy, so the traffic you already pay for delivers more without a single extra click purchased.
Change with a safety net
New ideas run against half your audience first; if a variant performs worse, you stop it having risked only part of your traffic.
Frequently asked questions
How much traffic do I need before an A/B test means anything?
A workable rule of thumb is a few hundred conversions — not visits — per variant. On a site with fifty visits a day a single test can run for months, so at that scale it is far more productive to test large, structural changes than fine wording differences.
What should a smaller company test first?
The elements that sit directly on the decision: the headline describing your offer, how price is presented, the wording of the main button and the length of the contact form. Cosmetic details in the footer are not where the money is.
Does A/B testing hurt my search rankings?
Not when it is implemented properly. Google explicitly permits experiments as long as search engines are shown the same content as human visitors and the test does not run indefinitely as a permanent split.
Let’s talk about your project
Message us on WhatsApp or send an email — you talk directly to a developer.
office@northdan.com · +40 752 070 247