Definition
A/B testing (split testing) sends portions of traffic to two variants—A (control) and B (treatment)—to identify which performs better. It is core to CRO because it replaces guesswork with data. Commonly tested elements include headlines, CTAs, form layouts, hero visuals, social proof, and offer framing. Proper tests require clean tracking, adequate sample size, and significance before declaring winners.
Why This Matters
A/B testing proves what actually works, avoiding costly assumptions. Continuous testing compounds small gains, improving ROI from existing traffic while refining messaging and UX.
Common Types
Headline Tests
Value vs. feature framing, clarity vs. cleverness.
CTA Tests
Copy, color, size, placement, single vs. multi-CTA.
Form Tests
Number of fields, single-step vs. multi-step, inline validation.
Hero/Proof Tests
Different hero visuals, proof placement, or layouts.
Offer/Guarantee Tests
Trial length, bonuses, risk reversals.
Real-World Examples
1CTA Copy
Changing “Submit” to “Get My Free Guide” increased opt-ins by 14%.
2Guarantee Variant
Adding a 30-day guarantee improved checkout completion by 11%.
3Form Step Test
Splitting a long form into two steps reduced abandonment by 17%.
4Proof Placement
Moving testimonials beside the CTA raised demo requests.
How to Use This in MagnetHub
Create multiple MagnetHub landing page variants quickly—test headlines, CTA copy, and hero layouts. Route traffic to variants and pick winners based on opt-in rate.
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Best Practices
- Define one primary metric (e.g., opt-in rate) and run to significance
- Ensure traffic quality is consistent across variants
- Make meaningful changes to learn faster
- Avoid stopping tests early on noise; predefine duration
- QA tracking to prevent invalid data
- Document results and apply learnings broadly
Frequently Asked Questions
Related Terms
Conversion Rate Optimization
Conversion Rate Optimization (CRO) systematically improves experiences to raise the percentage of visitors who take a desired action.
Landing Page
A landing page is a standalone web page created specifically to convert visitors into leads or customers, typically focused on a single offer or call-to-action.
Call to Action (CTA)
A call to action (CTA) is a prompt that tells the user what action to take next, typically a button or link with action-oriented text like 'Download Now' or 'Get Started.'
Hero Section
The hero section is the above-the-fold area that delivers your core value, primary CTA, and a supporting visual.
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