What is A/B testing?

A/B testing is a method from the world of user experience and design thinking in which two versions of a design, a website or a user interface are tested to determine which performs better. The user group is randomly split between the two variants and their interactions are measured. This helps to make well-founded decisions by recognising which version achieves the desired goals, such as a higher conversion rate or better user interaction, more effectively.

A/B testing is frequently used to test different elements such as layouts, call-to-action texts, colours and images. This is particularly beneficial in e-commerce, for example to analyse the effectiveness of different product pages or purchase buttons.

Example: for the home page of your website, we can test two different versions with different placement of the "Buy now" button to find out which variant achieves the most conversions. Based on this data, we can then optimise the website in a targeted way.