What is A/B testing?
A/B testing or split testing is a process of showing two variants of the same web page to different website visitors at the same time and comparing which variant performs better.
Most tests will be about improving your conversion rate, but that is not the only reason to run a test. Think about reducing bounce rate or the number of returns. Perhaps lower the number of support calls your get.
How to run a A/B test!
Start with research!
Figure out what pages or elements need your attention using experience and tools like Google Analytics and Hotjar.
Formulate a hypothesis!
Formalize a hypothesis this will force you to think about what results we should look for in an experiment.
Create the test!
Create a different variant based on the hypothesis and test it against the original.
Run the test!
Run it and wait, use a tool like Google Optimize which makes this easy.
Analyze the results!
Let the test run until statistical significance has been reached and implement the winnar.