What is A/B testing and why should we do it?


4 minute read // Framework

If you’re not A/B testing your marketing strategies, you’re missing out on a huge opportunity to improve your results.

In this post, we’ll explore what A/B testing is, why it’s so important, and how to get started with some examples. With A/B testing, you can fine-tune your campaigns to perfection and make sure that every dollar you spend is working as hard as it can. So let’s dive in!

What is A/B testing and what are its benefits for your business?

A/B testing is a technique that businesses can use to test different versions of web pages or app interfaces with the goal of increasing user engagement.

By showing different users different versions of a page, businesses can figure out which version is most effective at reducing bounce rates or encouraging conversions. A/B testing can be used to test everything from the layout of a page to the colour of a button.

And because it only requires showing different users different versions of an already-existing page, it’s a relatively low-cost way to make sure your website or app is as user-friendly as possible.

In short, A/B testing can help you reduce bounce rates, increase conversion rates, and generally make your site or app more user-friendly – all of which can have a big impact on your bottom line.

How to design effective A/B tests

If you’re looking to improve your website or app, A/B testing is a great way to gather data to inform your design decisions. But how can you set up an effective test?

To run a successful test, you need to start with a strong hypothesis – that is, a guess at what you think will be the outcome of the test. Once you have your hypothesis, you can start setting up your test. Create two versions of the web page or app feature that you want to test – make sure that the only difference between the two versions is what you’re testing! – and then direct some visitors to each version. Collect data on how each version performs, and then analyze the results to see if your hypothesis was correct.

Keep in mind that not all A/B tests will be successful – in fact, it’s more likely that most of your tests will fail. That’s okay! Embrace failed tests as an opportunity to learn about your users and what they really want and need from your website or app. Just remember to keep track of your results so you can learn from your mistakes. With a little practice, you’ll be designing effective A/B tests in no time.

Case studies of businesses that used A/B testing to improve their results

Zalora, an online fashion retailer, decided to A/B test its product page in order to increase its checkout rate. Zalora tested 3 user interfaces and variation 1 emerged as the winner, resulting in a 12.3% increase in checkouts.

Zalora attributes this success to the fact that variation 1 made it easier for users to find the information they were looking for and removed distractions that could cause users to abandon their purchase. Zalora’s story is a great example of how A/B testing can be used to improve results.

Variation 1
Variation 2

By testing different versions of its product page, Zalora was able to increase its checkout rate by 12%. This goes to show that A/B testing can be a valuable tool for businesses that want to improve their results.

Reference: How Zalora’s Product Page Optimization Increased Checkout Rate By 12%

Tips on how to analyse and act on the results of your tests

If you’ve been running A/B tests and you’re not sure what to do with the results, here are a few tips to help you get started.

First of all, it’s important to re-run the test to ensure that the results are accurate. Once you’ve done that, you’ll need to statistically validate the results to see if they’re significant. If they are, then you can start to act on them. For example, if you’re testing different headlines and one of them outperforms the others, you might want to start using that headline on your website or blog. Similarly, if you’re testing different call-to-action buttons and one of them has a higher click-through rate, you might want to start using that button on your site.


A/B testing is important because it allows us to constantly improve our websites and marketing campaigns by seeing which version of a design, headline, or call-to-action performs better with our target audience.

It’s a crucial part of any digital marketing strategy and something that we always recommend to our clients. If you have any questions about A/B testing or would like help incorporating it into your own website or campaign, feel free to reach out to Flatline Agency – we’d be happy to chat!

In the meantime, be sure to check out some of our other blog posts for more great tips and information on all things digital marketing.

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