If you want to make changes to the e-shop and you don't know which change is best and will bring the most conversions, test two variants. Use A/B testing to find out what will entice your customers to take the desired action.
A/B testing is one of the UX testing techniques.
The article was revised and updated in May 2026. Check with specific service providers for technical information.
You can test changes to the design and content of landing pages, banners, advertising campaigns, newsletters, applications. You are always comparing two versions to determine which is more powerful.
The benefits of A/B testing
- Zvýšenie objemu predaja
- Zvýšenie konverzie
- Zníženie bounce rate
- Viac vyplnených formulárov
- Viac registrovaných zákazníkov
- Viac kliknutí na želaný call to action prvok
- Viac zdieľaní
- …
What you can A/B test on websites
- headings
- button text – call to action element
- placement of call to action elements
- pop up windows
- images in banners
- marketing texts
- the number of items in the form
- website color
- font size
- website structure
- order of placement of items in the navigation
A/B testing steps
- Define what you want to test - create a hypothesis.
- Create two versions - you can start from the original website, which will be one version, and the hypothesis will be the second version. For example, maybe we have bad text in the call to action button. So in the second version B of the sample, we set a different text.
- Decide how long the testing will take. It also depends on your traffic and the type of website, blog, e-shop, sales website.
- Choose the appropriate tool and set it up.
- After the selected test time has passed, view the results.
- Then apply the winning version to your website.
- Try to think of another improvement and iterate the testing.
- You can also run multiple tests at once, but the versions should not have major changes. Rather, proceed in smaller steps. A/B testing is most effective when done incrementally and continuously.
More A/B testing options
Within Google Ads, you create multiple headlines for the same ad, and the advertising system directly selects the best option with the highest conversion. This is how you can, for example, find out what to call an article or service on your website. You test it in Google Ads and then adjust it on your website.
Such a technique can also be done through systems for native advertising such as Strossle in Slovakia.
A/B testing tools
Google Optimize – I recommend this tool. You can do A/B testing without the need for a programmer. It is a tool from Google and is directly integrated with Google Analytics. The advantage is that it is free.
Optimizely – also a very good tool, it's worth testing what suits you better.
There are even CMS systems for landing pages such as unbounce.com, which use artificial intelligence and A/B test for you and improve the content and structure of your website.
If you would like to improve your conversions to eshop or website, so please contact us.
