What is A/B Test?
Show different versions to different users and see which wins. Stop guessing — start measuring.
An A/B test means showing two different versions of something to different groups of users and measuring which one performs better. Half your visitors see version A, half see version B, and you look at the numbers: which variant got more clicks, purchases, or sign-ups? Instead of guessing what works, you let real behaviour answer.
A simple analogy is a bakery that bakes two types of pastry and puts both on the counter for a day. At closing time, you count which sold best — and then you know what customers actually prefer. An A/B test does the same thing, but with two different headlines, button colours, or images on your site.
The name simply comes from comparing variant A against variant B. The key is that only ONE thing differs between them at a time, so you know for sure what made the difference.
Why is A/B testing important for your business?
A/B testing lets you make decisions based on facts instead of gut feel. Maybe you think a green button works best, but the test shows blue actually gets more people to buy. Without testing, you would never know — and you would miss out on revenue.
Over time, many small, tested improvements add up. By step-by-step choosing the versions that provably work best, you can turn more of your existing visitors into customers without needing more traffic.
A/B testing in practice
Imagine an online shop that wants to sell more. It tests two versions of its buy button: one says "Buy now", the other "Add to cart". Half of visitors see one, half see the other.
After a while, it is clear that "Add to cart" got more people to actually complete a purchase. The shop switches everyone to that variant — and has increased sales on a decision backed by real numbers, not guesses. That is how you improve a site in a data-driven way.
Common questions about A/B Test
What does A/B test mean?
An A/B test means showing two versions of something — for example a button or headline — to different users and measuring which works best. It lets you decide based on facts instead of guesses.
How do you run an A/B test?
Create two versions that differ in only one thing, show version A to half your visitors and version B to the other half, then measure which gave the better result — for example most purchases or clicks.
Why should you A/B test?
To stop guessing and know what actually works for your visitors. Many small tested improvements can over time bring in more customers without you needing more traffic.
Related terms
Web Design
The art of making a site both look good and work well. Like interior design — except the furniture also has to be easy to find.
Accessibility (a11y)
Making your site usable for everyone — regardless of ability. Often a legal requirement, and simply the right thing to do.
Dark Mode
Dark theme — easier on the eyes, can save battery, and makes everything look noticeably sharper. We build it in by default.
Design System
A library of reusable design components and rules. Keeps everything looking and feeling consistent.
Mockup
Wireframe + visual design = mockup. A static image of how it will look. Clickable? Then it is a prototype.
Prototype
A clickable version of the design. Test flows before a single line of code is written. Saves weeks of work.