What is A/B testing?
Comparing two versions of a page or email against each other with real traffic, keeping the one that measurably performs better.
What is A/B testing?
An A/B test, or split test, shows version A to part of your audience and version B to the rest, then compares results: registrations per visit, opens per send, clicks per open. It replaces opinion with measurement, and it applies anywhere a choice matters: headlines, subject lines, page layouts, calls to action, send times.
The discipline is in the details: change one meaningful thing at a time so the result is attributable, decide the winning metric before you start, and run the test to a real sample rather than calling it after twelve visits. A test you cannot learn from is just a coin flip with extra steps.
Why it matters
A/B testing is how small teams improve without redesigns or guesswork: a steady cadence of tests compounds into pages and emails that outperform anything a committee would have approved. It also settles arguments cheaply, which frees meetings for decisions that actually need them.
How it works in Medivot
A/B testing is built into the two places it pays most: the landing page builder lets you create a variant, split traffic and keep the winner by conversion, and email campaigns test subject lines or content with automatic winner selection once the sample is in. Results feed the same CRM reporting, so wins show up in leads, not just percentages.
Frequently asked questions
How long should I run an A/B test?
Until each version has seen enough traffic to separate a real difference from luck, usually measured in hundreds of actions per variant, not hours. Ending tests early is the most common way to adopt changes that never worked.
What should I test first?
The elements closest to the decision: the headline and the call to action on a page, the subject line on an email. Layout and colour tests rarely beat promise and clarity tests. Test what you would argue about in a review meeting.
Guides and resources
- Landing Pages That Convert: Build, Test & Optimize with A/B Testing and CRM Integration
- Email Marketing Automation: Strategies, Drip Campaigns & Best Practices for 2026 | Medivot
- All glossary terms
- Pricing