Introduction to A/B Testing

Introduction to A/B Testing

A/B testing is a method of comparing two or more versions of a webpage to identify which version performs better. It helps you make data-driven decisions by testing changes with real visitors instead of relying on assumptions.

With Zoho PageSense, you can create variations of a webpage, show them to different groups of visitors, and compare their performance based on the goals you define.

For example, if you want to find out whether Start Free Trial or Try for Free gets more sign-ups, you can create an A/B test and compare the two versions.

How does A/B testing work?  

An A/B test consists of an Original webpage and one or more Variations.

PageSense distributes eligible visitors between the Original and variations according to the traffic allocation you configure. It then tracks their interactions and conversions based on the goals you set.

For example:

Original: Start Free Trial
Variation: Try for Free
Goal: Sign-ups

You can then compare the results to understand which version performs better.

The A/B testing process typically involves:

Identify an opportunity → Create a hypothesis → Create variations → Set goals → Define your audience → Launch the test → Analyze the results

What can you test?  

You can test different elements of your webpage, including:

  • Headlines and text

  • Call-to-action buttons

  • Images

  • Forms

  • Page layouts

  • Links

  • Banners

  • Pricing and product information

  • Other webpage elements

For example, you can test a different CTA color, headline, or placement to determine whether it improves conversions.

Key components of an A/B test  

Original  : The existing version of your webpage against which you compare the variations.

Variation  : An alternative version of the webpage containing the changes you want to test.

Audience  : The visitors who are eligible to participate in the experiment. You can target all visitors or specific visitor segments.

Traffic allocation  : Determines how experiment traffic is distributed between the Original and variations.

Goal  : Defines the visitor action you want to measure, such as a click, page view, engagement, custom event, or revenue.

Primary goal  : The main goal used to evaluate the success of your experiment.

What is an A/B testing hypothesis?  

A hypothesis is a specific assumption about how a change could improve your website's performance.

For example:

We believe changing the CTA text from "Start Free Trial" to "Try for Free" will increase sign-ups.

A clear hypothesis helps you choose what to test and how to measure its impact.

A/B testing vs. Split URL testing  

Both methods compare different versions of a webpage, but they are used in different situations.

A/B testing

Split URL testing

Tests changes to an existing webpage

Tests webpages available at different URLs

Variations can be created using the Visual Editor

Variations are separate webpages

Suitable for testing individual webpage elements or changes

Suitable for testing complete page redesigns or substantially different webpages

For example, use A/B testing to test a new headline on your existing landing page. Use Split URL testing when your new landing page is hosted at a different URL.

When should you run an A/B test?  

Consider running an A/B test when you:

  • Have identified an opportunity to improve a webpage

  • Have a clear hypothesis

  • Can create measurable variations

  • Have a defined conversion goal

  • Want to validate a change using real visitor behavior





We’ve designed this documentation to guide you every step of the way. If you need further assistance or have any questions, don’t hesitate to contact us at support@zohopagesense.com - we’re always here to help!