What is A/B split testing?

A/B split testing is a powerful tool in the arsenal of digital marketers and website optimisers.

What is A/B split testing?

A/B split testing, at its core, is a method used in analytics to compare two versions of a web page, email, or other marketing asset to determine which one performs better. By showing version 'A' to one group and version 'B' to another, businesses can gather data on user behaviour to make informed decisions about optimising their digital conversion experiences. But what types of A/B tests can you run? Let's dive in.

Insights into which webpage experience converts better is a great experiment to run as part of your website optimisation program. source: VWO

Types of A/B Tests

1. Page Design Variations

One of the most common types of A/B testing involves experimenting with different web page designs. This could mean changing the layout, using different images, or altering the colour scheme. The goal is to see which design leads to better user engagement or higher conversion rates.

2. Headline Testing

The power of a headline cannot be overstated. Testing different headlines can help you understand what captures your audience's attention and encourages them to read more or take action.

3. Call-to-Action (CTA) Buttons

CTAs are crucial for conversions. A/B testing can help determine the most effective CTA in terms of its wording, colour, or placement on the page. Is "Get Started" more compelling than "Learn More"? A/B testing provides the answer.

4. Content and Messaging

Experimenting with different types of content and messaging helps identify what resonates best with your audience. This can range from the tone of the content to the length and format of the messages you're delivering.

5. Email Campaigns

Not limited to websites alone, A/B testing is also invaluable in optimising email campaigns. From subject lines to the content within, testing helps in understanding what drives higher open rates and engagements.

6. Navigation and User Flows

Testing different navigation structures or user flows can significantly impact the user experience. By simplifying the journey or rearranging steps, you might find a path that leads to better conversion rates.

How Insightech Fits Into A/B Testing

Now, understanding what to test is one thing, but capturing and analyzing the data is where Insightech shines. Insightech is designed to capture all clicks, behaviours, and events on your website, including every piece of content and text that appears for any user. This comprehensive data collection is crucial for A/B testing because it allows you to see not just the outcome of the tests but also understand the why behind user actions.

With Insightech's ‘Segments and Filters’, you can dive deep into the analytics, finding users based on what they've seen and how they've interacted with your site during their sessions. This feature is handy for analysing the effectiveness of A/B tests involving dynamic website content. By comparing how users interact with version 'A' versus version 'B', Insightech helps you draw clear, actionable insights to optimise your digital experience and drive higher conversion rates.

Session replays are video-like recordings of user experiences. Using Insightech you can overlay data about where site visitors click the most and use these insights to test in your preferred A/B testing tool different designs to maximise visibility and clicks on high-converting customer journeys. You can learn more about how to analyse website content here.

Get click map data inside session replays with Insightech.


A/B split testing is a powerful tool in the arsenal of digital marketers and website optimisers. By methodically comparing different versions of your digital assets, you can make data-driven decisions that enhance user experience and boost conversions. And with a tool like Insightech, you're equipped to not only run these tests but to understand deeply how users are interacting with your content, making your optimisations even more effective.

Ready to dive deeper into how Insightech can empower your A/B testing efforts? Explore how our platform works and start transforming your digital experience analytics today.

To learn more, visit the website or request an introductory demo so our team can help you solve your problem today.

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