A/B testing landing pages in Digital Marketing - Step-by-Step Execution

Concept Flow - A/B testing landing pages

Create two versions: A and B

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Split visitors randomly

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Visitors see A

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Collect data on

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visitor actions

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Compare results

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Choose better page

Visitors are randomly split to see two page versions; their actions are tracked and compared to find the better performing page.

Execution Sample

Digital Marketing

Version A: Blue button
Version B: Red button
Split 1000 visitors evenly
Track clicks on button
Compare click rates

This test compares two landing page versions with different button colors by measuring which gets more clicks.

Analysis Table

Step	Action	Visitors in A	Visitors in B	Clicks in A	Clicks in B	Result
1	Split visitors	500	500	0	0	Visitors split evenly
2	Visitors see pages	500	500	0	0	Pages shown to visitors
3	Track clicks	500	500	120	150	Clicks recorded
4	Calculate click rate	500	500	24%	30%	Click rates calculated
5	Compare rates	500	500	24%	30%	Version B performs better
6	Choose winner	500	500	24%	30%	Select Version B for launch

💡 Test ends after comparing click rates and selecting the better performing page

State Tracker

Variable	Start	After Step 1	After Step 3	After Step 5	Final
Visitors in A	0	500	500	500	500
Visitors in B	0	500	500	500	500
Clicks in A	0	0	120	120	120
Clicks in B	0	0	150	150	150
Click rate A	0%	0%	24%	24%	24%
Click rate B	0%	0%	30%	30%	30%

Key Insights - 3 Insights

Why do we split visitors evenly between versions A and B?

Splitting evenly ensures a fair comparison by giving both versions the same chance to be seen, as shown in Step 1 of the execution_table.

What does the click rate tell us in this test?

Click rate shows the percentage of visitors who clicked the button, helping us measure which page is more effective, as calculated in Step 4.

Why do we choose the version with the higher click rate?

The higher click rate means more visitors took the desired action, indicating better performance, as concluded in Step 5 and 6.

Visual Quiz - 3 Questions

Look at the execution_table at Step 3: How many clicks did Version B receive?

A 120

B 150

C 500

D 30%

💡 Hint

Check the 'Clicks in B' column at Step 3 in the execution_table.

At which step does the test decide which version performs better?

A Step 2

B Step 4

C Step 5

D Step 6

💡 Hint

Look for the step where click rates are compared in the execution_table.

If Version A had 200 clicks instead of 120, what would happen to its click rate?

A It would increase to 40%

B It would stay at 24%

C It would decrease

D It would be 30%

💡 Hint

Calculate click rate as clicks divided by visitors (200/500) from variable_tracker.

Concept Snapshot

A/B testing landing pages:
- Create two versions (A and B)
- Split visitors randomly to each
- Track key actions (e.g., clicks)
- Compare results to find better version
- Use winner to improve conversions

Full Transcript

A/B testing landing pages means creating two different versions of a page and showing each to a random half of visitors. We track how visitors act on each page, like clicking a button. Then we compare the results to see which page works better. The better page is chosen to improve overall success. This process helps make decisions based on real visitor behavior.