Glossary · Marketing, CRM & Growth
A/B Testing
Overview
How A/B testing works
A/B testing (also called split testing) divides your traffic randomly between two variants: the current version (A) and a changed version (B). Because visitors are assigned at random and see only one version, any difference in conversion rate can be attributed to the change. You run the test until you have enough data to be confident the result isn't chance.
What to test and how to read results
Common tests include headlines, calls to action, button placement, page layouts, pricing displays, and email subject lines. The key discipline is changing one variable at a time and waiting for statistical significance — typically a 95% confidence level — before declaring a winner. Ending a test early on a promising but unstable lead is the most common and costly mistake.
A/B testing in real optimization work
Testing pays off when it's tied to a clear hypothesis and real traffic. A full-service team uses A/B testing alongside conversion rate optimization, Hotjar heatmaps, and analytics to decide what to test next, then applies wins to landing pages, sales funnels, and app UI. Paid channels like Google Ads and email tools such as Klaviyo and Mailchimp give tests the volume they need.
Where we use it
Related Zen in Tech services
How our team puts A/B Testing to work in real projects.
FAQ
A/B Testing — common questions
How long should an A/B test run?
Long enough to reach statistical significance and cover at least one full business cycle, usually one to four weeks. Stopping early or with too few conversions produces unreliable results that don't hold up once you ship the change.
What's the difference between A/B testing and multivariate testing?
A/B testing compares two whole versions that differ by one element. Multivariate testing changes several elements at once to find the best combination, but it needs far more traffic to reach reliable conclusions.
How much traffic do I need for A/B testing?
It depends on your baseline conversion rate and the size of improvement you want to detect, but low-traffic pages can take months to reach significance. A sample-size calculator gives a realistic estimate before you start.
Keep exploring
Related terms
Need A/B Testing done right?
Book a free consultation and we’ll map the fastest, most cost-effective path for your project.
Knowledge hub
From our knowledge hub
All articles →What Is Conversion Rate Optimization (CRO)?
What is conversion rate optimization? How CRO works, the testing process, and where to focus first to turn more visitors into customers.
Read · 8 min →SEOLocal SEO for Oilfield Services: Getting Found in Texas Energy Markets
Local SEO for oilfield services: optimize your Google Business Profile, build service and basin pages, and earn reviews to get found in Texas energy markets.
Read · 4 min →SEOLocal SEO for Restaurants: How to Show Up When Diners Search Near Me
Want to show up when diners search 'restaurants near me'? Optimize your Google Business Profile, fix your NAP, and earn reviews. Here's the local SEO playbook.
Read · 4 min →