Leveraging the power of A/B testing can help your business unlock the potential of websites and applications by enhancing user experience and maximizing conversions. In this article, we will dive into what A/B testing is, the significance of conversion rate optimization (CRO), and the best tools available to conduct tests.

What is A/B Testing?

A/B testing is a structured and systematic approach to optimizing your website or application. By comparing two or more versions of a webpage or element, you can gather valuable insights into user behavior and preferences.

What is CRO?

Conversion rate optimization (CRO) is a systematic process of increasing the percentage of website visitors who take a desired action. It involves analyzing user behavior, identifying areas of improvement, and making data-driven changes to optimize the conversion funnel. The goal of CRO is to enhance user experience, boost engagement, and ultimately drive more conversions and revenue.

A/B vs. Multivariate Testing

A/B testing and multivariate testing are two common methods used in CRO to compare different variations of a webpage or specific elements. Firstly, A/B testinginvolves creating two versions of a webpage or element and randomly directing users to either version. The performance of each version is then compared based on predefined goals such as click-through rates.

In contrast, multivariate testing involves testing many variations of different elements simultaneously. This method allows you to assess the effect of various changes on user behavior and conversions. Multivariate testing is suitable when you want to test the interaction between different elements and identify the most effective combination.

What Should You A/B Test?

CRO A/B Testing Elements

A/B testing tests various elements of your website to improve its conversion rate. Here are some key areas you should consider testing:


The headline is often the first thing visitors see on your website. Testing different headline variations can help you identify which one grabs attention and encourages users to explore further.


The content on your website plays a crucial role in influencing user behavior. Test different variations of your copy, including the wording, tone, and length, to determine what resonates best with your audience.

Design and Layout

The visual presentation and layout of your website significantly impact user experience. Test different design elements, such as colour schemes, images, fonts, and layout, to optimize the visual appeal and accessibility of your site.


Forms are critical for capturing user information or facilitating transactions. Test different form layouts, lengths, field requirements, and button placements to find the optimal configuration that encourages more form completions.


The CTA button serves as a gateway to conversions. Testing different variations of the CTA text, colour, size, and placement can help you determine the most compelling CTA that drives users to take action.

Landing Pages

Landing pages convert visitors into customers. Testing different layouts, headlines, copy, imagery, and offers on your landing pages can help you create more engaging experiences that drive higher conversion rates.

How to A/B Test

Now that you know what to test, here is a step-by-step guide to conducting effective A/B tests:

Define Your Goals

Before starting any A/B test, it is crucial to clearly define your objectives. What specific metric or aspect of your website do you want to improve? Whether it’s increasing click-through rates or reducing bounce rates, setting clear goals will help you measure the success of your tests.

Select What to Test

Once you have identified your goals, the next step is to determine what elements or features you want to test. Common areas to focus on include the ones we outlined in the previous section. By selecting the right elements to test, you can pinpoint areas that may be causing hindering conversions.


Plan a hypothesis about the changes you believe will lead to improvements in your chosen metric. For example, if you want to increase click-through rates, you may hypothesize that changing the colour or placement of a call-to-action button will convert users.

Run the Test

Now it’s time to put your changes and run the A/B test. Split your website traffic or users into two groups: one group experiences the original version (control), while the other group sees the variation (treatment). Make sure to conduct the test simultaneously to eliminate external factors that could influence the results.

Evaluate the Results

Lastly, now that you’ve gathered enough data it’s time to check the results. Analyze the data to determine if the variation achieved the desired outcome compared to the control. Pay attention to key performance indicators and statistical significance to make informed decisions based on reliable data.

Best CRO A/B Testing Tools

To conduct successful CRO A/B tests, you need reliable tools that provide accurate data. Here are some of the best CRO A/B testing tools available:

Google Analytics


Google Analytics is a robust web analytics tool that offers valuable insights into user behavior, website performance, and conversion rates. It provides a solid foundation for CRO A/B testing by helping you understand user journeys and identify areas for improvement.

Google Optimize

Google Optimize

Google Optimize is a free A/B testing and personalization tool that integrates seamlessly with Google Analytics. It allows you to create and run A/B tests directly from the platform, making it convenient and efficient. With features like visual editor, targeting options, and statistical reporting, Google Optimize empowers businesses to optimize their websites effectively.



Optimizely is a widely used CRO platform that offers powerful A/B testing capabilities. It enables you to experiment with different variations of your website, collect data, and gain actionable insights. With its intuitive interface and advanced targeting options, Optimizely simplifies the process of running A/B tests and optimizing conversions.



Omniconvert is a comprehensive CRO tool that provides A/B testing, surveys, personalization, and segmentation features. It allows you to create experiments, track user behavior, and optimize conversions based on data-driven insights. Omniconvert offers flexibility and versatility in conducting A/B tests across various elements of your website.


VWO A/B Testing

Lastly, VWO (Visual Website Optimizer) is a powerful A/B testing and conversion optimization platform. With its easy-to-use visual editor and robust targeting options, VWO enables businesses to create and run A/B tests without requiring extensive technical knowledge. It also provides heatmaps, session recordings, and user surveys to gather deeper insights into user behavior and preferences.

Final Words: CRO Split Testing

In conclusion, A/B testing is a valuable technique for optimizing your website’s conversion rate. By systematically testing different variations of elements and analyzing user behavior, you can make data-driven decisions to improve the effectiveness of your website and drive better results.

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