How to run an A/B test?

Have you launched an A/B test for your website and wondered if you let it run long enough? Or maybe you weren’t sure how to set it up properly in the first place. Running A/B tests without a clear plan can give misleading results, waste time, and cost conversions.

This blog will walk you through how to run an A/B test correctly and explain how long you should run it to get reliable, actionable results. With this information, you will know how to make confident, data-driven decisions for your website or campaigns.

Steps to run an A/B test

Before you run an A/B test for your website, it is important to define your goals and have a plan. Knowing what to test, how to show it, and how long to run it makes the results meaningful. Here’s a step-by-step guide telling you what to do.

1. Pick your goal: Decide what you want to measure, like clicks, sign-ups, or purchases.

2. Choose what you need to test: Focus on one element at a time, such as a headline, button, or image.

3. Make two versions: Keep the original and create a new version with the change you want to try.

4. Decide on your audience: Select the audience, including the number of people you want the test to be done on, the location, and other aspects that are important for your understanding.

5. Select a testing period: Run the test long enough to collect meaningful data. Not too long and not too short.

6. Watch the results: Track metrics such as clicks, conversions, or engagement. If your analytics tool has session recording, go ahead and track them too.

7. Opt for what works: Apply the better-performing version to your website.

Let’s look at each of the steps, one by one.

Step 1: Pick your goal

Before you test anything, be clear about what you want to achieve. A goal gives your test direction and makes the results actionable. Without a clear goal, you may end up testing randomly and get confusing data. Avoid having multiple goals in one A/B test. Focus on one main outcome. This keeps your results simple to understand and helps you know exactly which changes made a difference.

Step 2: Choose what you need to test

Pick one element at a time to test. This could be a headline, a button, an image, or even the layout of a section. Focusing on a single element keeps the test simple and the results clear. Trying to test too many things at once can confuse the outcome. By isolating one element, you can see exactly what influences user behavior and make changes confidently.

Step 3: Make two versions

Since this is A/B testing, create two versions of the element you’re testing. Keep the original as it is, and then make one variation with the change you want to try. This could be swapping a headline, changing a button color, or rearranging a layout. When you are making the versions, you need to keep the differences very clear. However, do not overcomplicate it. The clearer the difference, the easier it is to see what actually moves the needle. The idea is to give each version a fair shot and learn which one your visitors respond to best.

Step 4: Decide on your audience

Not everyone visiting your site should see every version. Divide your audience into groups based on traffic source, location, and user type. This ensures that each version is shown to comparable visitors and the results are meaningful. Think about whether the test should focus on new visitors, returning users, or people coming from a specific campaign. Location can matter for your tests. Tailoring your test to the right audience helps you understand exactly how your real visitors behave.

Step 5: Select a testing period

Tailoring your test to the right audience helps you understand exactly how your real visitors behave. Too long tests can waste your time and lose the seasonal test data. Consider your website traffic and the goal of the test. High-traffic sites can reach meaningful results in a few days, while smaller sites may need a few weeks. Make sure the test covers enough user interactions to draw clear conclusions.

Step 6: Watch the results

Pay attention to your test once it is running. Keeping an eye on the data ensures you catch meaningful insights and avoid false conclusions. Monitor how each version performs in real time. However, do not stop or pause the test in between. Look at clicks, conversions, engagement, and any other metric tied to your goal. While testing, check for patterns or trends instead of isolated spikes. Sometimes results take a few days to stabilize, especially on sites with lower traffic.

Step 7: Opt for what works best

After the test period, it’s time to pick the version that performed better. Apply it across your website or campaign landing page to maximize engagement and conversions. Understanding the reasons behind the test results gives you insights for future tests and helps you make smarter decisions across your website. Each test builds your knowledge about your audience, so your website keeps improving and your conversions continue to grow.

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