A/B test

A/B testing allows us to compare two elements in real time on a web page to determine which performs better with visitors.

A/B testing allows us to compare two elements in real time on a web page to determine which performs better with visitors.

How it works:

  1. Define and configure the element likely to have the biggest impact.
  2. Randomly divide users into two or more groups
  3. Show each audience a different version of the page or journey
  4. Monitor the performance of each version
  5. Make informed decision based on winning element or insight gained during test

    6.  

Example 1: CTA A/B test for the consolidation campaign

Combine your pension pots

Take control of your pensions by bringing them together in one place.

Find out if this could be right for you

Combine your pension pots

Take control of your pensions by bringing them together in one place.

Find out if this could be right for you

Example 2: Page A/B variations for Customer Login

Login Test A
Login Test B

Is A/B testing right for you?

Submit your brief to the digital team or learn more about our other testing types.

Target Demo