A/B Testing Software

What is A/B Testing Software?

A/B testing (also commonly know as split testing) is the process by which two versions of a page or marketing asset can be compared to study the difference in performance.

This can be applied to web pages, emails, ads, or any other form of marketing. This is accomplished by giving one version to one group of visitors and another version to a different group.

The performance between the two can be studied to draw insights into optimizing design, performance, and/or optimization.

Why is A/B testing important?

The Ariyh newsletter dug into the analysis of 35,262 startups, and here’s what they found out:

Consistently A/B testing new ideas increases page visits of online startups by around 10% in the first few months.

10% is good, but not great. It gets better though…

The effect compounds over time. After one year, the improved performance adds up to between 30% and 100% higher total page visits.

It’s not only because the small improvement adds up.

According to the study, creating a culture of continuous A/B testing comes with other benefits.

Companies move away from a mentality of maintaining what it’s already working, to one where they constantly try new things, and try to improve.

This creates continuous learning and adaptation. And this means that:

  • They’re able to identify more promising ideas.
  • They recognize negative signals faster.
  • They can introduce new products at a 9%–18% faster rate.

What’s the lesson for you?

  • Running occasional A/B tests is not enough. You must create a company culture of experimentation, from top to bottom.
  • Try big experimentation first, (completely different website design, product), and small changes after (CTA color, testimonials, etc). Otherwise, you’ll be stuck in a suboptimal version.
  • Avoid testing only limited ‘gut feeling’ ideas and making decisions based on what feels right. Let data do the talking.


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Personyze allows you to conduct powerful A/B testing within targeted segments defined by over 70 targeting rules, where the personalized content you test could be anything ranging from WYSIWYG edits to your site, targeted banners or popups, forms, sliders, recommendations, and more. Rotate these testing groups by page view, by session, or by user, and use control groups if desired. You can even automatically shut down a testing group, after a period of time or statistical significance reached.

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Freshmarketer is a Full-stack A/B Testing + Marketing Automation Software. Built for Marketers. Designed for Humans.

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