A/B testing is when two ads are served in rotation. This is also known as “split testing.” It is a simple way to test any changes you would like to make to your web page against its current design. The main goal of A/B testing is to determine which design will result in the most positive results. The method shows validation that new designs or changes to any element of your webpage is indeed improving your conversion rate before you make final changes to the websites codes. Testing removes any uncertainties of website optimization. It allows decisions to shift from “we think” to “we know.” Measuring the impact that any changes will have on your metrics can ensure that each change yields positive results.
With A/B testing, you show visitors two versions of the same page. The visitors then determine the winner of the two. The two ads are the same with the exception of one variation that could impact the user’s behavior. As the test runs, visitors are bucketed into variation. They are equally divided between two pages. The number of visitors who saw each version of the page ad clicked it is measured. Advertisers should test different ad versions since there is not a tight restraint of content for search ads. In addition, when users see the same ads over time, they become less reactive to them. As a result, CTRs (click-through-rate) may decline over time. Some benefits that come from constantly testing and optimizing your page are increased revenue, leads, downloads, and user generated content. It will also provide teams with valuable information about its visitors.