A/B Testing (Split Testing)
Letting real visitor behavior, not opinion, decide which version of a page or ad wins.
…Every major headline and offer in your campaign goes through A/B testing before we commit budget to it at scale.…
What it means
A/B testing, also called split testing, means running two variations — A and B — of a page or ad concurrently to real traffic to determine which one generates higher conversions.
Only one variable is typically changed at a time, such as a headline or button color, so the results clearly show what caused the difference in performance.
Removes guesswork from decisions
Results are based on actual visitor behavior, not internal opinion about what looks better.
Compounds over time
Each test win becomes the new baseline for the next test, driving continuous improvement.
Lowers the risk of big changes
Testing on a portion of traffic first prevents a full site or campaign rollout from backfiring.
DNA's Take: We build A/B testing into the CRO process from day one, so recommendations are backed by evidence from your own traffic, not industry averages.
Talk to our team