Banner “A” or Banner “B”?

A-B testing, or split testing, compares two or more versions of a page or page element (such as a contact form or a banner) to see which one has a better response from users. This is not a qualitative approach on what users “like” the most; it focuses on data collected from numerous users who will come across the same design.

Even the smallest of changes in colour, placement or font can greatly increase the number of people that will click the banner or fill the contact form. Even a miniscule increase in the conversion rate for the improved design can translate to huge gains. If you have an e-commerce website that has 1000 visitors per month, a seemingly small increase in your conversion rate from 5% to 5.5% translates 5 extra sales per month! Naturally the better design will greatly improve your Return on Investment and income.

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