This was just one example, but A/B tests are not limited to web pages.

[Shakil1984]

This version is called “the winning variant,” and becomes the basis for future tests intended to drive more conversions.

Webpage showing conversion rate of version A and version B after A/B testing
Let’s say a company wants to test variations of a landing page. They have two versions:

Version A features a red button
Version B features a blue button
In this case, they show version A to half of their website visitors and version B to the other half.

Then, they collect data on which of the two new zealand email list versions have a better conversion rate. Once, they achieve a statistically significant result, they activate the better-performing variant. But A/B testing shouldn’t end here. They should continue running further A/B tests to improve this winning variant even more.


You can also use this methodology to test different versions of a blog post, a sign-up form, an email, or an ad copy. In fact, in Databox’s survey, over 57% of the companies confirmed that they A/B test their Facebook ad campaigns every time.

By conducting A/B tests, you can stop relying on intuition and instead base your decisions on reliable data, which can skyrocket conversion rates in unimaginable ways. And while conversion rate optimization is often the desired outcome, there are several other positive results you can expect.

Let’s consider a few reasons why split testing should be part of your marketing strategy, regardless of your budget or industry.

Why should you run A/B tests?