A/B Testing and Why You Need It

Most often than not, for various reasons, marketers rely on the best practices shared all over the Internet for Conversion Rate Optimisation (CRO) and not doing tests themselves. While that’s okay and all; it’s still much better to have a first-hand data on what works, what doesn’t and what works better.

This is where A/B testing comes in.

A/B Testing and Why You Need It


A/B testing, sometimes called Split Testing, is a controlled experiment where two versions of a web page design, an ad or a newsletter are compared and tested for performance. This is a great testing tool for optimisation whether it’s for PPC text,call-to-action buttons, colour scheme, fonts, font size, UI, among others.

There are many A/B Testing tools out in the market ranging from free to paid versions with various features.


A/B Testing is done by comparing two or more variations of a page, ad, newsletter, etc. through an experiment to determine which variation performs better in terms of conversion goal.



  1. A/B testing reveals your user’s behaviour and reaction to your marketing. This enables you to change your layout, content or design according to how the users respond and eventually convert.
  2. A/B testing before undergoing redesigning saves you time and effort you could have allotted to optimising your conversion rate.
  3. A/B testing gives you actionable data from comparisons, test and collected data through continuous testing.
  4. Designing, redesigning and arranging the layout is better done with data-driven results from A/B testing instead of grasping at straws with guesswork.
  5. Doing the test yourself instead of following somebody else’s A/B Test results lets you tailor your marketing according to your brand, marketing needs and goals.

Connect with Walter Analytics if you’re keen to know more about A/B Testing and how it can improve your marketing efforts.

Get your FREE copy of our 2017 digital trends ebook and SUBSCRIBE to our newsletter!

Leave a Reply

Your email address will not be published. Required fields are marked *