One red and two green apples
Web design and user experience

A/B testing

When it comes to comparing two or more versions of a software component, there is no way around A/B or split testing. This test methodology comes from digital product development. It helps software teams to better understand which software version achieves the best results – and is data-driven. Specifically, this means that certain user behaviors are measured and evaluated. In this way, weak points are identified and the performance of certain design elements, content or functions can subsequently be optimized.

Areas of application of A/B tests

A/B tests are used in various areas, including

  • Website optimization: improving layouts, call-to-action buttons or forms.
  • Email marketing: testing subject lines, content or dispatch times.
  • Product development: comparison of functions, designs or user interfaces.
  • Online advertising: Optimization of ad campaigns, banner ads or target group segmentation.

A/B testing methods and principles

A/B tests basically work like this: A control group is compared with a software variant and performance is measured using predefined metrics. There can be several control groups, but always at least two. Hence the term “A/B”: control group (A) and control group (B) automatically receive different software versions. It is common for only a small percentage of users to be “exposed” to experimental features, which is particularly important for critical functionalities. If there are more than two control groups, this is referred to as A/B/C testing. You can already guess what happens next.

If you want to carry out an A/B test for a website or web application, an element such as a button is selected. You then create different variants of this button and the control groups (i.e. the visitors) are randomly assigned to these variants. Using metrics such as conversion rates, you can find out which variant delivers the best clicks and has either improved or deteriorated.

Suppose an online magazine wants to improve the registration rate for its user area: An A/B test could compare different sign-up forms for new users to find out which one achieves the highest conversion rate.

Requirements for effective A/B testing

Effective A/B tests require clear objectives, sufficient data, random assignment of participants, accurate measurement of metrics and the ability to interpret statistical significance. The more traffic or visitors an app or website has, the better A/B tests can work and the more qualitative the results will be.

Advantages of A/B tests

A/B testing helps to continuously improve online presences, SaaS platforms and apps, optimize user experiences and make data-driven decisions. But that’s not all:

  • Increased efficiency: Identification of the best strategies and current bottlenecks.
  • Increasing conversion: Improving click-through rates by optimizing design elements.
  • User-friendliness: Improving the user experience based on real user data.
  • Promoting innovation: Adapting to changing market conditions by continuously optimizing your own apps.


Who is best placed to judge whether your website or web application is user-friendly if not your own users? This is exactly why A/B testing has proven to be a valuable method for making informed and clear decisions. Even if they involve a little preparation time with design and programming effort, they are definitely worthwhile. Companies that want to improve the performance of their websites and apps can gain a clear competitive advantage with A/B testing. And not only that, it creates user-centered and valuable digital products that your users enjoy using day after day.

Are you toying with the idea of using A/B testing in your applications? The experts at our digital agency will be happy to advise you.

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