July 11, 2018 –

A or B - which web page is better?

Author: Emma Yemm
Emma Yemm
Senior Digital Account Manager
Photo by: Domenico Loia
Whether you are part of an emerging business or one that’s going through a rebrand, it can be difficult to narrow down and select the right webpage to maximise user engagement and conversion.

Building a new webpage goes a lot further than just being aesthetically pleasing, as it essentially affects user engagement and profitability. But how can you find out which webpage is best for you?

One of the most effective ways is A/B testing, or split testing, which is the method of comparing two or more versions of a webpage by showing variants to users at random. This experiment will allow you to determine which version performs better when it comes to aspects such as conversion rates.

So, by creating a second version of the webpage, you can monitor the traffic on the original version, known as the control, and the new version, known as the variation – or A & B.

This can be as simple as changing the headline or a button, or redesigning the whole page. At the end, whichever performs best is the one you choose to keep.

Now we’ve covered what A/B testing is, we’ll cover the benefits of using it:

Increased Conversion Rates

Ultimately, A/B testing allows you to create and offer content that converts users into buyers. It’s a very simple and effective way of doing it too. Having the ability to see what works and what doesn’t will help to create a webpage that has all the highest user engagement features, which in turn will increase sales volume.

Analysing Made Easy

Being able to collect statistical analysis by measuring conversion rates, time spent on a page and content hotspots, is a straightforward way to get factual results quickly, and from these, you can keep/add the best performing features.

Improved Content Engagement

Having an idea of what could be improved to enhance user engagement and conversion rates will help when setting up an A/B test. If, for instance, you don’t want to completely overhaul a website but believe its landing page could be improved, you can pick numerous variables you’d like to test, such as headlines, images, font etc. From this list of variables, some may perform better in A, while others may perform better in B. Mixing the best of both will allow you to offer the most effective content.

But it’s best to test one change at a time as it allows you to see the content’s exact effect on users’ behaviour.


Completely rebranding a website without the knowledge of whether it will actually improve user engagement and conversion is a risky move. In fact, it could cost you considerable time, money and resources that could be better spent elsewhere.

A/B testing is exactly what it says on the tin; a test. If you find B is no better than A, then you don’t need to go through with any of the changes. Nothing is permanent and not having to commit to any premature decisions will help you to tailor the experience to maximise success.

Reduce Bounce Rates

The combination of elements A/B testing offers allows you to scope out what keeps users on the site and what they interact with most. The slightest tweak to combinations such as a headline and image, can optimise the page for success, while reducing bounce rates.

Overall, by using A/B testing, you will be able to whittle down the highest performing variables to create a website that provides better user experiences. This, in turn, will breed trust in the company brand, create loyal customers and, ultimately, increase sales.

If you are thinking about rebranding your business’ website or keen to explore whether you could increase traffic and conversion rates through A/B testing, we’d be more than happy to review your webpage. From this, we can make suggestions on whether it is best to A/B test minor features such as a button change, or an entirely new layout.