A/B Testing
What is A/B Testing?
A/B testing (also called split testing) is a method of comparing two versions of a webpage, email, or other content to determine which one performs better. Creators use A/B testing to optimize their sales funnels, landing pages, and marketing materials.
How A/B Testing Works
- Create Two Versions: Design version A (control) and version B (variant) with one key difference
- Split Your Traffic: Show each version to a random segment of your audience
- Measure Results: Track conversion rates, clicks, or other metrics
- Implement the Winner: Use the better-performing version going forward
What Creators Can A/B Test
- Headlines: Test different value propositions on your sales page
- CTAs: Compare button text, colors, or placement
- Pricing Display: Test showing original vs. discounted prices
- Email Subject Lines: Find what drives higher open rates
- Checkout Flows: Optimize for fewer abandoned carts
- Lead Magnets: Test different free offers
Best Practices
- Test one variable at a time for clear results
- Run tests long enough to reach statistical significance
- Document your findings to build institutional knowledge
- Focus on high-impact elements first (headlines, CTAs, pricing)
- Don't stop testing—continuous optimization compounds over time
Common Mistakes to Avoid
- Ending tests too early before gathering enough data
- Testing too many variables simultaneously
- Ignoring mobile vs. desktop differences
- Not considering the full customer journey