A/B Testing Made Easy: Your 15-Step Guide to Better Results 

A and B

Would changing the color of your website button increase clicks? Or you’ve debated whether a longer or shorter email subject line would increase opens. That’s where A/B testing comes in. 

Did you know that 70% of small businesses don’t use any testing for their websites? 

What is A/B testing?  

Put simply, it is a science experiment for your website or marketing. It lets you compare two versions of something (like a button, headline, or whole webpage) to see which one gets the best results. 

Why it matters:  

A/B testing eliminates the guesswork of improving your website, emails, and ads. Instead of just hoping a change will work, you get accurate data to back up your decisions. Here’s why this makes a huge difference: 

  • Boost Conversions: The whole point of your website and marketing is to get results – clicks, leads, sales. A/B testing helps you zero in on the variations that drive those actions the most effectively. 
  • Minimize Risk: Big, untested website redesigns can be risky. A/B testing lets you try changes on a smaller scale, ensuring something works before you roll it out to everyone. 
  • Understand Your Customers: What makes your audience click, read, or buy? A/B testing reveals their preferences, which is knowledge you won’t get any other way. 
  • Increase ROI: By getting more results (clicks, sign-ups, etc.) from your existing traffic, you’re maximizing the return on your investment in your website or ads. 
  • Create a Better User Experience (UX): Sometimes, the versions your audience likes best may surprise you! This feedback helps you build a website or marketing experience that’s truly tailored to them. 

A/B testing might sound complicated, but it doesn’t have to be. Let’s break it down into simple steps anyone can follow. 

The 15-Step Guide 

Step 1: Identify Your Goal 

What do you specifically want to improve? Be clear about your target – increased clicks, more email sign-ups, boosted sales, etc. 

Example: “I want to increase the number of people who click the ‘Learn More’ button on my product page.” 

Step 2: Form a Hypothesis 

Your hypothesis is your educated guess about what change will improve your results. The more specific, the better. 

Good vs. Bad: 

  • Vague hypothesis: “I think changing the button color will be better.” 
  • Specific hypothesis: “I think a red ‘Learn More’ button will get more clicks than the current blue one.” 

Step 3: Choose Your Variable 

What ONE element will you change? Focus on headlines, images, button colors, or overall layout. 

Example: You’ll use the “Learn More” wording but test its color. 

Step 4: Create Your Variations 

Make version “A” (the original) and version “B” (with the change). 

Tip: Make the shift noticeable but not a radical overhaul for a fair test. 

Step 5: Choose Your A/B Testing Tool 

Popular options include Google Optimize (free), Optimizely, and VWO. Many offer free plans to get you started. There are fantastic options for every budget to get you started: 

  • Google Optimize (Free): Google’s powerful tool integrates seamlessly with other Google Analytics data. 
  • VWO (Free Plan Available): A flexible platform offering a free plan for basic testing and more advanced paid options as you scale. 
  • AB Tasty (Low-Cost Plans Available): Known for user-friendliness, even for those new to testing, with affordable plans. 

These tools provide free trials of their premium tiers to experiment and find the right fit. 

Step 6: Set Up Your Test 

Each tool has its own interface, but most are designed to be user-friendly. 

Step 7: Determine Your Sample Size 

Use an A/B test calculator to determine how many visitors you need for reliable results. 

Step 8: Decide Test Duration 

Run your test long enough to collect meaningful data, usually at least a week. Consider any weekly traffic patterns your site has. 

Step 9: Run Your Test 

Let the tool send both versions out to visitors and gather the data. 

Step 10: Analyze the Results 

Your tool will show which version won and whether the difference is statistically significant (meaning it’s likely a real result, not due to chance).

Step 11: Don’t Stop at the Winner 

If “B” wins, test a NEW change against it! The goal is ongoing improvement. Think of your website or marketing as a garden. You test different plants (designs, headlines) to see what grows best. 

Don’t stop at the first flower. Just because you found a “winning” version doesn’t mean there isn’t something even better out there. Keep testing variations to see if you can squeeze out even more results.  

Minor improvements add up, and your winning chance only boosted clicks by 5%. That might seem small, but those clicks can snowball into big results over time, especially with consistent traffic. 

Stay curious about your audience. Your audience might change over time, so what worked once might not always be the best. Regular testing helps you stay in tune with customer’s preferences. 

Step 12: What if There’s No Clear Winner? 

Even this tells you something valuable – your original design was already good! 

Step 13: Test Beyond Your Website 

A/B test email subject lines, social media ad visuals, landing page designs … the possibilities are endless. 

Step 14: Ideas to Get You Started 

Easy Test 1: Change your main ‘call-to-action’ button color. 

  • Test: Change the color of your main “Sign Up,” “Buy Now,” or “Learn More” button. 
  • Example: Orange button vs. green button 

Easy Test 2: Swap out your hero image for a different style. 

  • Test: Swap your main image for a different style (photo vs. illustration, product-focused vs. person using the product). 
  • Example: Close-up product photo vs. a happy customer using the product 

Easy Test 3: Try a shorter vs. longer headline. 

  • Test: Try a shorter, benefit-driven headline against a longer, descriptive one. 
  • Example: “Get Results Now” vs. “The Comprehensive Guide to Email Marketing” 

Step 15: It’s About Progress, Not Perfection 

Every test teaches you something, even if the improvement is small. Celebrate the learning! 


A/B testing helps you understand what truly works for your website and marketing. No more guesswork! This means: 

  • More results: Find the changes that get you more clicks, sign-ups, or sales. 
  • Less risk: Test ideas before rolling them out to everyone. 
  • Happier customers: Learn what your visitors like best. 
  • You become a smarter marketer: Every test provides new learnings! 

Don’t be afraid to start small. Even your first test will open a new way of optimizing your online presence. Are you ready to see those results improve? 

Need regular help with marketing tasks?

If you need continuous help with the website, design, and content, you should consider subscribing to a marketing department.

With that, you have access to an entire marketing department consisting of a web developer, designer, content producer and digital marketer for a minimum of 32 hours per month.

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