The difference between a good campaign and a great one?
Testing.
You’re not supposed to “get it right” the first time.
You’re supposed to learn what works—and why—and use data to do better every week.
This blog is your crash course on how to A/B test like a strategist (not a gambler), and why small experiments lead to big breakthroughs.
A/B testing is simple in theory:
You take one variable. You create two versions. You send each version to a similar group. You see which one performs better.
It’s not:
✅ Good test:
“Same landing page, but one has a bold CTA button and the other doesn’t.”
❌ Bad test:
“New headline, new offer, new page layout, new font.”
If it impacts conversion, it’s testable.
| Element | What to Test |
|---|---|
| Ad Copy | Hook line, emotional angle, offer mention |
| Creative | Image vs video, product vs lifestyle, UGC vs brand-style |
| Landing Page | Headline, CTA button, testimonials, layout |
| Subject line, send time, CTA placement | |
| Pricing Page | Bundle vs single SKU, price anchor, offer phrasing |
💡 Start with high-impact tests: headline > font.
Focus on the variables that change minds, not margins.
Follow this structure to keep your data clean:
🧠 Pro tip: Track the
“Version B got 12% more clicks” is a better learning than “B won.”
You don’t need custom dev. Just the right tools.
| Tool | Use Case |
|---|---|
| Meta Ads Split Test | Ad creatives, audiences, placements |
| Google Optimize (sunsetting in 2023) | Landing page variants |
| Klaviyo / Mailchimp | Email subject lines, content A/Bs |
| Unbounce / Leadpages | Landing page experiments |
| Post-purchase Surveys | Validate assumptions about why people buy |
📌 Always document what you tested, what won, and why you think it worked.
That becomes your brand’s internal playbook.
A test is not a failure. A test is data.
The best brands don’t guess.
They don’t debate.
They test, learn, and grow—week after week.
Don’t aim to win every test.
Aim to get smarter with every result.
Marketing isn’t magic. It’s math + mindset.
A/B testing turns “maybe” into “measurable.”
And in a world full of opinions, the truth is in the test.
CTA: Grab our Experimentation Planner to track your tests, learnings, and conversion lifts in one easy doc.
