A/B testing is a certified means to maximize conversion rate. This is simply testing two or more versions of Web pages, search ads, banners, or any other element you can imagine with limitations.

A/B testing, unlike the intuitive innovative process, should be considered like a real scientific experiment. Many clients return to us frustrated by the outcomes of their tests. Almost without fail, we find their tests don’t conform to experiment design. Most just have 2 versions of an element to see what sticks.

When starting an A/B test, develop a control and baseline for testing like Web page, landing page, banner ad. Put your best innovative effort online front. Monitor its progress over an organized period.

Once a baseline is developed, start optimizing the page by doing one change at a time. More than one makes it impossible to identify which change actually done a difference.

A client wished to change the way the box for their lead-generation form seen. They thought they were testing only the form box.

This is a limitation of A/B testing; conversion enhancements can only be done incrementally.