A/B testing allows you to compare two different versions of a page to see which one performs better. When you run an A/B test, you compare one page against one or more variations that contain one major difference in an element of the control page. After a set amount of time or visits, you compare the results to how the change affected your results. Every visitor will see one version of the page or another, and you’ll measure conversions from each set of visitors. A/B tests allow you to test one version of copy, images, forms etc. against another. Layout choices such as where you place the elements can also be tested, or functionality choices like when and how you show error messages.
A successful A/B testing can help you achieve dramatic conversion rate lift results. It also helps you making necessary and important decisions in site redesign because they help you see what elements are important for your audience and customers in a controlled environment. A/B testing is very fast and less complicated to set-up and reaches significant results in order to make informed decisions.