A/B Testing (Split Testing)
Comparing two versions of a page or element by showing each to a random portion of traffic and measuring which performs better.
A/B testing (also called split testing) is the controlled experimentation method for CRO. Traffic is randomly split between two versions (A and B) of a page or element, conversion rate is measured for each, and statistical significance determines the winner. For contractors, common A/B tests include hero headlines, form length, CTA copy, and trust signal placement.
Without A/B testing, CRO becomes opinion-driven instead of data-driven. The winners often surprise you.
A roofer A/B tests 'Get Your Free Estimate' vs. 'See What Your Roof Replacement Would Cost.' The second variant lifts conversion 23% over 30 days.
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