Companies should always be looking for ways to improve their website’s performance, and one of the best ways to do that is through a comprehensive slate of A/B testing.

Performing different types of A/B tests on a consistent basis, based on appropriate website data from your chosen web analytics tool, will provide insights that can ensure a positive user experience from your website.

Consider using a digital experience analytics platform like Quantum Metric for deeper, more actionable insights. We’ll help aggregate qualitative and quantitative data from your concurrent A/B and other split tests so teams can monitor website performance in real-time and make data-driven decisions more effectively.

Below, we discuss what A/B testing is and provide some examples of tests you can use to help your website succeed, plus how they can positively impact your site. 

What is A/B testing?

A/B testing is a method used to compare two versions of a webpage to see which one performs better. First, it involves identifying a goal for your website, such as increasing sign-ups for your newsletter or raising sales for a particular product or service offering

Then, you’ll make a change to your webpage that you think will help achieve that goal. This could be as simple as altering the color of a ‘buy now’ button or as complex as redesigning your entire homepage.

Finally, your team will track each version’s performance in order to attribute which individual changes were effective and which weren’t and determine which version of your webpage performs better.

How is it different from split testing?

Split testing and A/B testing are very similar in nature, but one large difference is their intent. A split test similarly involves two different versions of your website. However, it will involve having random users reach each version through a different URL.

On the other hand, an A/B test will involve different web pages using the same URL and mostly involves changing one variable at a time. Some consider this slight difference as an indication that A/B testing is a form of split testing, along with other site testing methods such as:

• Multivariate testing – A multivariate test is a form of website testing where several different components are combined and shuffled into different versions of a webpage, which are then tested to see which combination is most successful.
• Multipage testing – also known as “funnel testing”, this type of site testing involves making a change across several pages and splitting users between the control webpages and the modified webpages to see whether the change raises conversion rates or not.

4 types of A/B tests to run on your websites.

Many types of A/B tests can help boost the performance of a webpage and transform user experiences. Here are 4 impactful types of A/B tests to consider running on your websites:

Typography testing

This form of A/B testing involves creating different iterations of a webpage using the same text and image content but changing aspects, such as the typeface, font size, colors, spacing, and more.

Typography testing is less about determining which font looks good on your website. It’s more about helping your website find a text layout and style that can positively affect user engagement and readability.

It is also an integral part of conversion optimization. A clear, readable font in a proper format can enhance user experience, ensuring your visitors interact further with your website and potentially produce conversions.

Copy testing

This A/B testing type focuses less on how text appears on the page and more on how well it is written and how much of an impact it will have on the website’s conversion rate.

You can test this by creating different versions of the site using short-form and long-form copywriting, splitting site visitors randomly so as to see how your target audience reacts to each.

Use your web analytics tools to track key performance indicators and determine which types of copy achieve the best results by the number of leads generated and other metrics that indicate positive customer behavior.

Form testing

This test type concentrates on one of the most important elements of a business’s webpage: online form fields. These are where your websites obtain vital information directly from their customers. This could come in the form of contact information, customer inquiries, user feedback, or testimonials.

Perform an A/B test swapping different CTAs, colors, and other design elements that will make the form appear more attractive to visitors, then find out which iterations produce the most leads and conversions for your business.

Optimize your form-centric webpages through form A/B testing, and you’ll create a smooth stream of leads and conversions through your website.

CTA testing

One more type of A/B testing that requires thorough attention is CTA testing. While it does associate closely with copy testing, the call-to-action of a website is vital to ensuring a webpage develops leads and fits within an effective conversion rate optimization strategy.

You can and should test different iterations of your business’s CTA on your site’s homepage, collection page, or service pages. By identifying key performance indicators through your web analytics tools, you can find out which CTA versions lead users to become your newest customers.

The data collected through these various types of A/B tests can culminate in a tapestry of information that provides actionable insights for optimizing your website’s customer experience. Be sure to be efficient with your A/B testing by using accurate data from your web analytics.

Other helpful test types to use for your websites.

In addition to A/B testing, a number of other tests are required to ensure a website runs efficiently, securely, and without error, all while providing an experience that maintains a high rate of customer satisfaction. Here are a few test types to consider along with the forms of A/B tests above:

Usability testing

Also known as “user experience testing,” usability testing is a vital technique in which a company can collect user feedback about their product or service through an in-person focus group in a controlled environment or  remote testing platform.

User experience testing can help you collect data directly from your users and discover whether your website visitors may experience slow load times, unappealing design elements, or other UX issues that can greatly serve you in performing conversion optimization for your website.

Compatibility testing

Compatibility testing is another helpful form of testing to use in conjunction with web page A/B tests. This focuses on whether or not the pages of your website are optimized not only for desktops and laptops but also for smartphones, tablets, and other mobile devices.

Today, when everyone utilizes multiple WiFi-connected devices in their daily lives, compatibility testing is a must for nearly every business’s website or mobile app. When done along with continuous A/B testing, you can make sure our landing page is as easy to navigate on a PC and Mac as it is on a tablet or smartphone, ensuring your website attracts as many customers as possible.

Security testing

Security testing is another incredibly important testing type to run for your website. This involves analyzing the technical aspects of a site to ensure there are no vulnerabilities or errors that could potentially cause downtime for your site and your business.

It is also important to ensure user satisfaction as potential customers seek companies they can trust with their financial information. Proactively checking for possible exploits that online attackers can use to steal information or tamper with your site can ensure your company maintains a trustworthy reputation and saves you from heavy cost.

Perform cutting-edge split testing with Quantum Metric.

Discover how Quantum Metric can help optimize your website’s A/B testing, multivariate testing, and other split testing methods. Our platform allows you to monitor user behavior and analyze data in real time, providing you with actionable insights that you can use to optimize your website’s performance.

It’s not just about running tests; it’s about understanding your users through in-depth customer journey analytics and making informed decisions based on real-time data across multiple channels and touchpoints.

Schedule a demo with us today and learn how Quantum Metric’s platform can transform your digital strategy.