A/B Testing
Also known as: Split testing
A/B testing compares two versions of a page or asset by splitting traffic between them, then measuring which performs better against a defined goal.
A/B testing replaces opinion with evidence. Instead of arguing about which headline or button colour is better, you show version A to half your visitors and version B to the other half, and let the data decide.
Reliable results require enough traffic and conversions to reach statistical significance — ending a test too early on a handful of conversions produces false conclusions. Test one meaningful change at a time so you know what caused the difference.
It's the engine of continuous improvement in CRO: a steady cadence of tests on high-impact elements (offers, headlines, forms, calls to action) compounds into substantial gains over time.
Related terms
Conversion Rate
Conversion rate is the percentage of visitors who complete a desired action — a purchase, sign-up, or enquiry — out of everyone who had the chance to.
Landing Page
A landing page is a standalone page built around a single goal — usually capturing a lead or making a sale — that visitors 'land' on from an ad, email, or campaign.
Engagement Rate
Engagement rate is the percentage of an audience that actively interacts with content — through likes, comments, shares, saves, or clicks — relative to reach or followers.
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