A/B testing is a process of comparing two versions of a web page or app to see which one performs better. By testing different variations of the same page, you can identify the most effective version that yields higher conversion rates. This process allows you to test different components on your website, such as text, images and layout elements, to identify what works best for your particular users.
With A/B testing, you can also gain insights on how certain elements of your website might affect user behavior and engagement. When implemented correctly, A/B testing can be an invaluable tool in improving website conversion rates. According to Forrester, better user experience (UX) design driven by A/B testing can improve conversion rates by up to 400%.
The insights you gained from studying visitor behavior on your website using session recordings and heatmaps coupled with first-hand input from your customers through surveys and live chat can form the basis of your A/B testing program.
The table below provides some ideas for A/B tests that are informed by observed visitor behaviors.
To learn more about getting started with A/B tests, we suggest checking out this guide from HubSpot.