What is A/B testing and should I use it?

A/B testing shows two versions of a page to different visitors and measures which performs better. It replaces opinions with evidence when deciding headlines, layouts or offers.

It works best on pages with enough traffic to produce reliable results. For low-traffic sites, qualitative research such as user interviews, recordings and before-and-after comparisons can be more practical.

Test one meaningful change at a time and run tests long enough to reach reliable conclusions.

A simple testing process:

• Hypothesis: state what you expect to improve and why
• Variation: change one meaningful element
• Traffic split: divide visitors evenly
• Duration: run long enough for reliable data
• Decision: adopt the winner and test the next idea
• Documentation: record results and learnings

We run tests alongside our website maintenance service in Dubai programmes, with changes built by a website development company in Dubai.