A/B testing

noun · practice · element 78 of 117

Showing two versions of a page to comparable visitors and measuring which one does better, instead of guessing.

My levelProficientComfortable in production. I ship with it without supervision.

In my work since: 2021
Family: Marketing automation

What is A/B testing?

An A/B test splits traffic between a control and a variant, a different headline, layout or call to action, and measures which one converts better. Enough traffic and a fixed end date keep the result honest.

It works best on pages with real volume and one clear goal.

How I use A/B testing

A/B testing was part of my work for TeamQ clients, alongside speed and SEO.

Where I have used itA/B testing by company and year, from the projects on this site and the rest of my career.

TeamQ DevelopersClient work · 2021 to 2025

What A/B testing connects to

GA4Google Analytics 4: event-based analytics that shows what visitors do on a site and which channels bring them.
Tag ManagerGoogle Tag Manager: one container for analytics and marketing tags, so tracking changes ship without touching the site code.
Core Web VitalsGoogle's three page experience metrics: how fast the main content loads (LCP), how quickly the page responds (INP) and how stable it stays (CLS).

Type	Practice
Also called	Split testing
Needs	Traffic and one clear goal