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Landing Page Optimization: The Definitive Guide to Testing and Tuning for Conversions, 2nd Edition by Rich Page, Maura Ginty, Tim Ash

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A-B Split Testing

The most basic testing method available is A-B split testing. The name comes from the fact that two versions of your landing page (“A” and “B”) are tested. “Split testing” refers to the random assignment of new visitors to the version of the page that they see. In other words, the traffic is split and all versions are shown in parallel throughout the data collection period (usually in equal proportions). This is an important requirement. Parallel tests should always be conducted (as opposed to sequential ones). This allows you to control for as many outside factors as possible. The random assignment of new visitors to particular landing page designs is also critical, since randomness is the basis for the probability theory that ...

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