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A/B Testing

Articles that take an A/B test from plan to result: hypotheses, sample size, statistical significance, control groups and segment results. If you are new to testing, start with the A/B testing guide, and when you plan a test, move on to the sample size and significance articles.

All Growth Marketing A/B Testing CRM & Lifecycle SEO & GEO

12 articles

Funnel optimization: blue balls passing through a layered funnel, one orange ball dropping out.

Funnel optimization: how to diagnose each step and test the fix

Form conversions: a form with one field highlighted in orange and a blue submit button.

How to increase form conversions: measure each field, fix, then test

CRO audit: a checklist with ticked and crossed items next to a funnel.

How to run a CRO audit: tracking, then the drop-off and its cause

A/B test segmentation: a tray in four segments, blue and coral spheres in only one, a magnifier

A/B test segmentation: when is a segment win enough to roll out?

A/B testing on Shopify: twin storefronts with coral and blue awnings, visitors rolling into one bag

A/B testing on Shopify: Rollouts, apps and what to measure

Control group in A/B tests: one plant on two pedestals behind glass, the treatment lamp on one side

Control group in A/B testing: size, holdouts and checks

Statistical significance in A/B tests: overlapping distributions, a threshold, a confidence interval

Statistical significance in A/B testing: p-values explained

A/B test sample size: two cylinders filled to one target line for control and variant, an hourglass

How to calculate sample size for an A/B test

Conversion rate optimization: visitors in a funnel, a magnifier on the drop-off step and checkout

What is conversion rate optimization (CRO)? A practical guide

A/B testing examples under glass: a mobile button, a cart badge and a page change that lost

A/B testing examples: Real cases from Nike, Amazon and Etsy

A/B testing tools: visual editor, feature flag, warehouse and mobile objects linked to a board

Best A/B testing tools compared by type, price and statistics

A/B testing: a control and a variant experience shown side by side for comparison

What is A/B testing? How it works and how to run one