Critical here that the change here is measured

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It is critical here that the change here is measured against the scope of the work and that this is the only change being made. If our hypothesis is to simply change the words in the CTA, do not change the shape and color of the button as it introduces more variables to skew the data that are not controlled.

AB Testing app illustration taiwan mobile phone numbers database establishes the result by comparing two mobile wireframe web pages on a smartphone in flat style.

A/B tests can be run in cohorts or simultaneously, meaning you can run A for a set period of time and then B for the same period of time, or you can run them simultaneously by segmenting your users.

Work with a creative project manager on your team to discern how best to implement testing. However, if you do run it, be sure to track the impact it had on your conversions, as this will prove or disprove the hypothesis.

Take note of the findings
Once you’ve concluded your A/B test (and likely implemented the winning one), be sure to keep a record of your hypothesis, how you tested it, and what the metrics results were. This will allow you to avoid redundant testing and draw informative conclusions for marketing activities (perhaps you’ll use the same call-to-action methodologies in a newsletter or landing page).