{"id":50211,"date":"2024-10-16T07:00:00","date_gmt":"2024-10-16T14:00:00","guid":{"rendered":"https:\/\/dhblog.dream.press\/blog\/?p=50211"},"modified":"2025-05-21T22:32:31","modified_gmt":"2025-05-22T05:32:31","slug":"a-b-testing","status":"publish","type":"post","link":"https:\/\/www-dev.dreamhost.com\/blog\/a-b-testing\/","title":{"rendered":"The Small Business A\/B Testing Guide: How and Why To Run Split Tests"},"content":{"rendered":"\n<style>.embed-container { position: relative; padding-bottom: 56.25%; height: 0; overflow: hidden; max-width: 100%; } .embed-container iframe, .embed-container object, .embed-container embed { position: absolute; top: 0; left: 0; width: 100%; height: 100%; }<\/style><div class='embed-container'><iframe data-src='https:\/\/www.youtube.com\/embed\/GGUUBePow10' frameborder='0' allowfullscreen src='data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==' class='lazyload' data-load-mode='1'><\/iframe><\/div>\n\n\n\n<p>Or, a more modern iteration for our small business owners: Data, data, data!<\/p>\n\n\n\n<p>Without necessarily even trying, if you run a website for your biz, you\u2019re probably stacked with data.<\/p>\n\n\n\n<p>Data on visits, consumer behavior, product or service sales\u2026and the list goes on.<\/p>\n\n\n\n<p>Having all that information at your fingertips isn\u2019t a terrible thing, but if you don\u2019t know how to act on it, you might as well be <em>drowning<\/em> in it.<\/p>\n\n\n\n<p>A\/B testing is a low-stakes method to make lots of business data actually work for you.<\/p>\n\n\n\n<p>Want to keep growing those month-over-month sales numbers you\u2019re seeing? A\/B test different iterations of your product\/service page, pricing, and even features.<\/p>\n\n\n\n<p>Feeling a little down about your homepage&#8217;s call to action clicks? Benchmark the current data, make your tweaks, and run your A\/B test to see how next month\u2019s numbers compare.<\/p>\n\n\n\n<p>A\/B testing like this is an approachable way for most busy business owners to turn data into big improvements, quickly and affordably.<\/p>\n\n\n\n<p>And you don\u2019t even have to be an expert going into it \u2014 because this guide will make you one. Starting now.<\/p>\n\n\n\n<h2 id=\"h-what-is-a-b-testing\" class=\"wp-block-heading\">What Is A\/B Testing?<\/h2>\n\n\n\n<p>A\/B testing \u2014which you may see referred to by many other names like <strong>split testing<\/strong>, <strong>bucket testing<\/strong>, and the <em>very<\/em> similar but slightly unique <a target=\"_blank\" href=\"https:\/\/trustmary.com\/conversion-rate\/multivariate-vs-a-b-testing-difference-explained\/\" rel=\"noopener\"><strong>multivariate testing<\/strong><\/a> approach \u2014 is simply a way to compare two different versions of something: version A vs. version B.<\/p>\n\n\n\n<p>To A\/B test something such as a <a target=\"_blank\" href=\"https:\/\/www.dreamhost.com\/blog\/email-marketing-guide\/\" rel=\"noopener\">marketing email<\/a>, you would send the original copy and design (usually version A) to about half of your audience, then a slightly-tweaked variation (that\u2019d be version B) to the rest of your recipients.<\/p>\n\n\n\n<p>Other times, A\/B testing might look like running two different versions of something at the same time like two product pages, two social media ads, etc., and serving them to two different segments of your audience.<\/p>\n\n\n\n<p>Later, we\u2019ll talk about some tools that\u2019ll help you pull this off.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"1600\" height=\"1094\" data-src=\"https:\/\/www.dreamhost.com\/blog\/wp-content\/uploads\/2024\/10\/01_a_b_testing.webp\" alt=\"Two web pages with two CTA buttons at the top marked A and B. A has 23% engagement and B has 37% engagement. \" class=\"wp-image-50217 lazyload\" data-srcset=\"https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2024\/10\/01_a_b_testing.webp 1600w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2024\/10\/01_a_b_testing-300x205.webp 300w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2024\/10\/01_a_b_testing-1024x700.webp 1024w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2024\/10\/01_a_b_testing-768x525.webp 768w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2024\/10\/01_a_b_testing-1536x1050.webp 1536w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2024\/10\/01_a_b_testing-600x410.webp 600w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2024\/10\/01_a_b_testing-1200x821.webp 1200w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2024\/10\/01_a_b_testing-730x499.webp 730w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2024\/10\/01_a_b_testing-1460x998.webp 1460w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2024\/10\/01_a_b_testing-784x536.webp 784w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2024\/10\/01_a_b_testing-1568x1072.webp 1568w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2024\/10\/01_a_b_testing-877x600.webp 877w\" data-sizes=\"(max-width: 1600px) 100vw, 1600px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1600px; --smush-placeholder-aspect-ratio: 1600\/1094;\" \/><\/figure>\n\n\n\n<p>No matter your approach, the goal is the same: seeing which option gets better results! You can A\/B test anything from your marketing to your website functionality to your products or service offerings. Typically, A\/B testing is something you would do on an ongoing basis as and when you have time, making incremental changes and improvements.<\/p>\n\n\n\n<p>And here\u2019s a pro tip many a business owner has probably had to learn the hard way (we get it, patience is hard) \u2014 for the best outcome, it\u2019s important to change just <em>one<\/em>, measurable element of version B each time you run a test. This way, you know <em>exactly<\/em> what made an impact and can more readily duplicate your success going forward.<\/p>\n\n\n\n<p>Pretty cool concept, right? We hoped you\u2019d think so, because we can\u2019t wait to dive into the deets.<\/p>\n\n\n\n<h2 id=\"h2_the-power-of-split-testing-for-small-business-websites\" class=\"wp-block-heading\">The Power of Split Testing for Small Business Websites<\/h2>\n\n\n\n<p>Sometimes it seems like the most celebrated business and <a target=\"_blank\" href=\"https:\/\/www.dreamhost.com\/blog\/ways-to-promote-your-website\/\" rel=\"noopener\">marketing strategies<\/a> on the internet aren\u2019t <em>really<\/em> for smaller and earlier-stage operations.<\/p>\n\n\n\n<p>However, A\/B testing has some unique benefits that make it a great fit for our more time and budget-conscious readers out there.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Make the Most of Your Budget With Proven Optimizations<\/h3>\n\n\n\n<p>Instead of spending (and potentially losing) big money on a complete and misguided website or product overhaul, small businesses can make DIY, incremental improvements through A\/B testing.<\/p>\n\n\n\n<p>A\/B experiments help make sure that <em>only<\/em> the changes that have been proven to lead to positive results are implemented.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Beat Competitors Thanks to Deeper Customer Insights<\/h3>\n\n\n\n<p>Regular testing across the <a target=\"_blank\" href=\"https:\/\/www.dreamhost.com\/blog\/customer-journey\/\" rel=\"noopener\">customer journey<\/a> is an affordable way to gather insights into customer behavior, which is difficult to come by in any other way.<\/p>\n\n\n\n<p>Over time, this is sure to boost your understanding of your customer base in a way larger and less-invested competitors can\u2019t. With that information, even the smallest business can tailor their offerings and experience to their target audience and outpace the competition.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Find All-Important Product-Market Fit<\/h3>\n\n\n\n<p>Product-market fit is crucial for small businesses. After all, if there isn\u2019t an audience for your offering, you won\u2019t be able to survive for long!<\/p>\n\n\n\n<p>A\/B testing plays a crucial role in finding that product-market fit, as it helps businesses incrementally fine-tune their offerings based on the real-life user feedback they\u2019ve observed through experimentation.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Easy Access Means A\/B Testing Benefits for All<\/h3>\n\n\n\n<p>One of the greatest advantages of A\/B testing is that it\u2019s within your reach.<\/p>\n\n\n\n<p>It\u2019s an easy concept to understand, and most, if not all of the strategies can be rolled out yourself if you have the time. The tooling to pull off the more advanced tactics is usually affordable and accessible, and the impact that can come from doing it right can be high reward \u2014all with a relatively low risk of loss!<\/p>\n\n\n\n<h2 id=\"h2_what-do-a-b-testing-analytics-look-like-in-action\" class=\"wp-block-heading\">What Do A\/B Testing Analytics Look Like in Action?<\/h2>\n\n\n\n<p><a target=\"_blank\" href=\"https:\/\/blog.hubspot.com\/marketing\/a-b-testing-experiments-examples\" rel=\"noopener\">HubSpot shares<\/a> how they ran A\/B testing on the homepage for HubSpot Academy to help visitors better understand and engage with the offering.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"1500\" height=\"1900\" data-src=\"https:\/\/www.dreamhost.com\/blog\/wp-content\/uploads\/2024\/10\/02_a_b_testing_analytics_in_action.webp\" alt=\"Screenshot of the HubSpot Academy homepage, variants a and b used in HubSpot's A\/B testing\" class=\"wp-image-50219 lazyload\" data-srcset=\"https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2024\/10\/02_a_b_testing_analytics_in_action.webp 1500w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2024\/10\/02_a_b_testing_analytics_in_action-237x300.webp 237w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2024\/10\/02_a_b_testing_analytics_in_action-808x1024.webp 808w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2024\/10\/02_a_b_testing_analytics_in_action-768x973.webp 768w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2024\/10\/02_a_b_testing_analytics_in_action-1213x1536.webp 1213w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2024\/10\/02_a_b_testing_analytics_in_action-600x760.webp 600w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2024\/10\/02_a_b_testing_analytics_in_action-1200x1520.webp 1200w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2024\/10\/02_a_b_testing_analytics_in_action-730x925.webp 730w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2024\/10\/02_a_b_testing_analytics_in_action-1460x1849.webp 1460w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2024\/10\/02_a_b_testing_analytics_in_action-784x993.webp 784w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2024\/10\/02_a_b_testing_analytics_in_action-877x1111.webp 877w\" data-sizes=\"(max-width: 1500px) 100vw, 1500px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1500px; --smush-placeholder-aspect-ratio: 1500\/1900;\" \/><\/figure>\n\n\n\n<p>Even with a whopping 55,000 page views, a minuscule 0.9% of people were watching the homepage video. Additionally, chats indicated visitors were generally struggling to understand the messaging.<\/p>\n\n\n\n<p>So HubSpot ran more of an A\/B\/C experiment with one control and two variants. (Yep, you can do that, too!)<\/p>\n\n\n\n<p>The first option featured more imagery in a creative layout and an animated headline. The second one was all about boosting the color and movement, but also incorporated animations.<\/p>\n\n\n\n<p>And the results were interesting. While variant B outperformed the control, C actually underperformed it. The team was able to extrapolate from their experiment that option B would help them add 375 more sign-ups to their offering every single month!<\/p>\n\n\n\n<p>This is just <em>one<\/em> example of how A\/B testing can be surprising, approachable, and truly impactful. Inspiring, no?<\/p>\n\n\n\n<h2 id=\"h2_where-can-i-run-a-b-experiments-5-core-areas\" class=\"wp-block-heading\">Where Can I Run A\/B Experiments? 5 Core Areas<\/h2>\n\n\n\n<p>Not to overwhelm you, but just about anything that you can change \u2014 you can test.<\/p>\n\n\n\n<p><a target=\"_blank\" href=\"https:\/\/www.dreamhost.com\/blog\/best-small-business-apps\/\" rel=\"noopener\">For the smaller business owner<\/a> and website operator, here are the most relevant areas to consider A\/B testing:<\/p>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><tbody><tr><td><strong>Where<\/strong><\/td><td><strong>Elements To Test<\/strong><\/td><\/tr><tr><td>Product\/Service<\/td><td>Pricing, shipping, checkout page, description, images, features.<\/td><\/tr><tr><td>Blog&nbsp;<\/td><td>Headline, subheaders, images, links, buttons, length, language.&nbsp;<\/td><\/tr><tr><td>Emails<\/td><td>Headline, copy, images, buttons, messaging.<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">Your Offering<\/h3>\n\n\n\n<p>Whatever your product, service, or other offering type, chances are it\u2019s rich for comparison testing. You can tweak the pricing, shipping details, checkout page flow, <a target=\"_blank\" href=\"https:\/\/www.dreamhost.com\/blog\/how-to-write-product-descriptions\/\" rel=\"noopener\">product descriptions<\/a>, pictures, and even the features of the offering itself to see what best boosts sales.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Your Website<\/h3>\n\n\n\n<p>Now this area is really ripe for A\/B testing!<\/p>\n\n\n\n<p>Each page likely consists of web copy, images, buttons, and the layout in which they\u2019re all arranged. Then there are the more universal elements, like the design that unites all the pages, the menu, and the footer that helps folks navigate your site, font, speed, how responsive it is on mobile devices, etc. Any of these elements can be improved upon \u2014 incrementally \u2014 to improve your key website performance metrics whether they\u2019re clicks, <a target=\"_blank\" href=\"https:\/\/www.dreamhost.com\/blog\/increase-website-conversion-rate\/\" rel=\"noopener\">conversions<\/a>, bounce rate, etc.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Blog Content<\/h3>\n\n\n\n<p>If <a target=\"_blank\" href=\"https:\/\/www.dreamhost.com\/blog\/how-to-start-a-blog\/\" rel=\"noopener\">blogging<\/a> is part of your content marketing strategy, you know how time-consuming (or cash-intensive if you hire it out) it can be. That\u2019s why we recommend playing around with A\/B testing on your blogs to make the most of them.<\/p>\n\n\n\n<p>The first thing most marketers will tweak is the headline, but there are lots of pieces to consider. <strong>What parts of a blog post are easy to adjust but can make a big impact?<\/strong><\/p>\n\n\n\n<p>Think subheaders, imagery, links, buttons, calls to action, and length. If you really want an overhaul? Even the content itself.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Email Marketing<\/h3>\n\n\n\n<p>As we already mentioned, marketing emails have a variety of features that make them perfect for little tweaks and tests. Email subject lines, copy, images, and buttons are all great areas to switch up to measure metrics like open rate, click-through rate, etc.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"1600\" height=\"1800\" data-src=\"https:\/\/www.dreamhost.com\/blog\/wp-content\/uploads\/2024\/10\/03_email_open_rates_a_b_testing_subject_lines.webp\" alt=\"Example subject line testing, A: Summer Reading Sale: 30% Off Bestsellers has a 22.8% open rate, B: Escape into a New World This Summer has a 28.5% open rate\" class=\"wp-image-50221 lazyload\" data-srcset=\"https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2024\/10\/03_email_open_rates_a_b_testing_subject_lines.webp 1600w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2024\/10\/03_email_open_rates_a_b_testing_subject_lines-267x300.webp 267w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2024\/10\/03_email_open_rates_a_b_testing_subject_lines-910x1024.webp 910w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2024\/10\/03_email_open_rates_a_b_testing_subject_lines-768x864.webp 768w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2024\/10\/03_email_open_rates_a_b_testing_subject_lines-1365x1536.webp 1365w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2024\/10\/03_email_open_rates_a_b_testing_subject_lines-600x675.webp 600w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2024\/10\/03_email_open_rates_a_b_testing_subject_lines-1200x1350.webp 1200w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2024\/10\/03_email_open_rates_a_b_testing_subject_lines-730x821.webp 730w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2024\/10\/03_email_open_rates_a_b_testing_subject_lines-1460x1643.webp 1460w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2024\/10\/03_email_open_rates_a_b_testing_subject_lines-784x882.webp 784w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2024\/10\/03_email_open_rates_a_b_testing_subject_lines-1568x1764.webp 1568w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2024\/10\/03_email_open_rates_a_b_testing_subject_lines-877x987.webp 877w\" data-sizes=\"(max-width: 1600px) 100vw, 1600px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1600px; --smush-placeholder-aspect-ratio: 1600\/1800;\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">Advertisements<\/h3>\n\n\n\n<p>Running ads on social media, search engines, and other websites has <em>always<\/em> been a practice in experimentation. So why not introduce A\/B testing to the mix?<\/p>\n\n\n\n<p>Similar to emails, ads can be tweaked and compared based on their features. They have headlines, content, usually some kind of imagery, and a button or some other <a target=\"_blank\" href=\"https:\/\/www.dreamhost.com\/blog\/call-to-action-examples\/\" rel=\"noopener\">call to action<\/a>. The best way to find which combo of these elements is most clickable to viewers is through ongoing testing.<\/p>\n\n\n\n<p>Facebook and Google, for example, have built-in A\/B testing into their ad creation interfaces.<\/p>\n\n\n\n<h2 id=\"h2_the-small-biz-a-b-testing-toolkit-6-tools-to-get-you-started\" class=\"wp-block-heading\">The Small Biz A\/B Testing Toolkit: 6 Tools To Get You Started<\/h2>\n\n\n\n<p>If you were to go Googling around for A\/B testing tools, some of the top options that would probably come up would include AB Tasty and Optimizely. These are big hitters in the field, and have the customer list, complex functionality, and custom pricing to match.<\/p>\n\n\n\n<p>In this section, we instead want to highlight the software that\u2019s better suited for smaller businesses, based on features, focus, and pricing.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">1. Zoho PageSense: Testing, Optimization, and Personalization in One<\/h3>\n\n\n\n<p><a target=\"_blank\" href=\"https:\/\/www.zoho.com\/pagesense\/features.html\" rel=\"noopener\">PageSense<\/a> is one of the many offerings in the Zoho universe. Like many of the platform&#8217;s tools, it\u2019s a good fit for small to medium-sized businesses because it\u2019s easy to use yet robust.<\/p>\n\n\n\n<p>Features include website analytics tracking, analyzing and optimizing via A\/B testing, and even personalization based on real visitor data and user behavior.<\/p>\n\n\n\n<p>Yearly, Zoho PageSense users can get started for just $12\/month, for up to 10,000 monthly visitors.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">2. Hotjar: Tons of Tools for All Things Website Testing<\/h3>\n\n\n\n<p><a target=\"_blank\" href=\"https:\/\/www.hotjar.com\/try-hotjar-today3\/?utm_campaign=HJ-Search-Global-Brand&amp;utm_source=google&amp;utm_medium=cpc&amp;ads_adid=164217364938&amp;ads_targetid=kwd-301757736238&amp;utm_term=hotjar&amp;keyword=hotjar&amp;matchtype=e&amp;geo=9061645&amp;ads_creative=701447786604&amp;ads_network=g&amp;device=c&amp;adpos=&amp;utm_squad=leap&amp;utm_layout=LP4&amp;gad_source=1&amp;gclid=CjwKCAjwl6-3BhBWEiwApN6_kgDmc3rYm5KiVx7k3woV13z9BSpnyvJHJvpEvmaz83YpUfnYRqTCExoCEnEQAvD_BwE\" rel=\"noopener\">Hotjar<\/a> promises to go beyond website analytics by providing a variety of tools for testing and delivering high-converting web experiences.<\/p>\n\n\n\n<p>For A\/B testing in particular, Hotjar offers heatmaps and recordings of visitor sessions that help you identify the impact of your tweaks.<\/p>\n\n\n\n<p>You can start using these features for free, and Hotjar\u2019s pricing is reasonable as your website visitor sessions increase and you add on more features.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">3. Apptimize: Cross Platform-Focused Testing<\/h3>\n\n\n\n<p>In our multi-channel world, users engage with your business across lots of platforms. And <a target=\"_blank\" href=\"https:\/\/apptimize.com\/\" rel=\"noopener\">Apptimize<\/a> gets that.<\/p>\n\n\n\n<p>With Apptimize, you can set up seamless experiments, track impact by user and by channel, and <a target=\"_blank\" href=\"https:\/\/www.dreamhost.com\/blog\/how-to-optimize-your-site-for-mobile\/\" rel=\"noopener\">optimize the digital experience across mobile<\/a>, web, and beyond.<\/p>\n\n\n\n<p>Unfortunately, Apptimize is not transparent about their cost, so we do have to assume they\u2019re on the higher side. It appears you can set up a free account or get a demo to see if the offerings and price are right for you.<\/p>\n\n\n\n<div class=\"article-newsletter article-newsletter--gradient\">\n\n\n<h2>Get Content Delivered Straight to Your Inbox<\/h2><p>Subscribe now to receive all the latest updates, delivered directly to your inbox.<\/p><form class=\"nwsl-form\" id=\"newsletter_block_\" novalidate><div class=\"messages\"><\/div><div class=\"form-group\"><label for=\"input_newsletter_block_\"><input type=\"email\"name=\"email\"id=\"input_newsletter_block_\"placeholder=\"Enter your email address\"novalidatedisabled=\"disabled\"\/><\/label><button type=\"submit\"class=\"btn btn--brand\"disabled=\"disabled\"><span>Sign Me Up!<\/span><svg width=\"21\" height=\"14\" viewBox=\"0 0 21 14\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n<path d=\"M13.8523 0.42524L12.9323 1.34521C12.7095 1.56801 12.7132 1.9304 12.9404 2.14865L16.7241 5.7823H0.5625C0.251859 5.7823 0 6.03416 0 6.3448V7.6573C0 7.96794 0.251859 8.2198 0.5625 8.2198H16.7241L12.9405 11.8535C12.7132 12.0717 12.7095 12.4341 12.9323 12.6569L13.8523 13.5769C14.072 13.7965 14.4281 13.7965 14.6478 13.5769L20.8259 7.39879C21.0456 7.17913 21.0456 6.82298 20.8259 6.60327L14.6477 0.42524C14.4281 0.205584 14.0719 0.205584 13.8523 0.42524Z\" fill=\"white\"\/>\n<\/svg>\n<\/button><\/div><\/form><\/div>\n\n\n<h3 class=\"wp-block-heading\">4. VWO: Find Opportunities for Front and Backend Enhancements<\/h3>\n\n\n\n<p><a target=\"_blank\" href=\"https:\/\/vwo.com\/\" rel=\"noopener\">VWO<\/a> is probably the most complex offering on our list, offering end-to-end support for optimizing the user experience, but that\u2019s why we wanted to include them.<\/p>\n\n\n\n<p>For our website owners who are more tech-savvy \u2014or have a tech-savvy support team \u2014VWO can even dive into your website code and use it to conduct server-side experiments. This will help you identify opportunities for iteration in speed, security, and other areas that lighter-weight software can\u2019t touch.<\/p>\n\n\n\n<p>Because of its advanced nature, working with VWO is more pricey. You can get started with their testing feature for free. The next plan for web testing starts at $219 per month, annually, for up to 10,000 monthly tracked users. When charged yearly, adding the server-side testing will be an additional $553\/month.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">5. Lucky Orange: Easily-Integrated Testing Tooling<\/h3>\n\n\n\n<p><a target=\"_blank\" href=\"https:\/\/www.luckyorange.com\/?utm_source=google&amp;utm_medium=cpc&amp;utm_campaign=PD%20Lucky%20Orange%20-%20INTL%20-%20Brand&amp;utm_term=lucky%20orange&amp;gad_source=1&amp;gclid=CjwKCAjwl6-3BhBWEiwApN6_klFfwmFm9QPV-UoMdXZKbegWYKVHqpzmo8wRZqdzjtY1oTz93HqVURoC8IYQAvD_BwE\" rel=\"noopener\">Lucky Orange<\/a> wants to help busy owners get back to business. Same here!<\/p>\n\n\n\n<p>To fulfill this goal, they offer plenty of features that fit right into your flow to test out the changes you make on your website. These include surveys, heatmaps, session recordings, and live chat features so customer support can engage with visitors in the moment.<\/p>\n\n\n\n<p>If you\u2019re big on seeing how your actual consumers react to A\/B test variants in real time, Lucky Orange will be a helpful tool to keep in your kit.<\/p>\n\n\n\n<p>Lucky Orange is free for up to 100 monthly sessions. After that, pricing begins at $32\/month annually, for up to 5,000 monthly sessions.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">6. CartFlows: A\/B Testing for E-Commerce WordPress Sites<\/h3>\n\n\n\n<p><a target=\"_blank\" href=\"https:\/\/cartflows.com\/\" rel=\"noopener\">CartFlows <\/a>is a unique WordPress plugin that focuses on increasing sales through smart upsells, dynamic discounts, cart abandonment recovery, and\u2026you guessed it! A\/B testing to perfectly optimize your offerings.<\/p>\n\n\n\n<p>CartFlows makes it easy to spin up multiple variants, run your tests, and implement your changes based on your findings in just one click. <a target=\"_blank\" href=\"https:\/\/cartflows.com\/pricing\/?campaign=DHblog&amp;cf=2728\" rel=\"noopener\">Pricing<\/a> is also super simple, and the pro package that includes A\/B testing starts at $299 per year.<\/p>\n\n\n\n<h2 id=\"h2_6-simple-steps-for-running-your-multivariate-test\" class=\"wp-block-heading\">6 Simple Steps for Running Your Multivariate Test<\/h2>\n\n\n\n<p>Realistically, this process is going to look different based on things like how much time and money you want to spend, how your business and website function, your skill set, the tools you choose to use during this process, and perhaps a <em>billion<\/em> other variables.<\/p>\n\n\n\n<p>So, we\u2019re going to keep it high-level but directional, and talk through the basics of what the A\/B testing flow might look like. Feel free to add any unique touches you need!<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">1. Set Your A\/B Testing Goal(s)<\/h3>\n\n\n\n<p>All smart business undertakings start by clearly identifying what you want to achieve.<\/p>\n\n\n\n<p>Is your goal to increase signups for an email marketing newsletter, boost sales, reduce bounce rates, or get more clicks on a call to action button?<\/p>\n\n\n\n<p>Defining one or more (but not <em>too<\/em> many) specific, measurable, and ultimately achievable goals is critical because it helps you hone in on what matters, what tools will get you there, and how to measure success.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">2. Choose What You\u2019ll Test<\/h3>\n\n\n\n<p>Next, it\u2019s time to decide which element of your website you want to test to hit your goal(s).<\/p>\n\n\n\n<p>It could be something small like a blog headline, or something bigger like the anchoring color of your <a href=\"https:\/\/www.dreamhost.com\/blog\/elements-of-webdesign\/\" target=\"_blank\" rel=\"noopener\">overall website design<\/a>.<\/p>\n\n\n\n<p>This is where it\u2019s important to remember to change and test<em> only one<\/em> element at a time so that you can accurately determine what <em>exactly<\/em> impacts your results.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"1600\" height=\"1200\" data-src=\"https:\/\/www.dreamhost.com\/blog\/wp-content\/uploads\/2024\/10\/04_a_b_testing_blog_headlines.webp\" alt=\"Two blog posts with different headlines: Get the Most out of AI With These 12 Prompting Tips vs. Don't Talk to Robots Like They're Your Cat: A Guide to Effective AI Prompts\" class=\"wp-image-50222 lazyload\" data-srcset=\"https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2024\/10\/04_a_b_testing_blog_headlines.webp 1600w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2024\/10\/04_a_b_testing_blog_headlines-300x225.webp 300w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2024\/10\/04_a_b_testing_blog_headlines-1024x768.webp 1024w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2024\/10\/04_a_b_testing_blog_headlines-768x576.webp 768w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2024\/10\/04_a_b_testing_blog_headlines-1536x1152.webp 1536w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2024\/10\/04_a_b_testing_blog_headlines-600x450.webp 600w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2024\/10\/04_a_b_testing_blog_headlines-1200x900.webp 1200w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2024\/10\/04_a_b_testing_blog_headlines-730x548.webp 730w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2024\/10\/04_a_b_testing_blog_headlines-1460x1095.webp 1460w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2024\/10\/04_a_b_testing_blog_headlines-784x588.webp 784w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2024\/10\/04_a_b_testing_blog_headlines-1568x1176.webp 1568w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2024\/10\/04_a_b_testing_blog_headlines-877x658.webp 877w\" data-sizes=\"(max-width: 1600px) 100vw, 1600px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1600px; --smush-placeholder-aspect-ratio: 1600\/1200;\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">3. Build Out Your Variations<\/h3>\n\n\n\n<p>Now for the fun part. Creating two versions of the element you\u2019ll test.<\/p>\n\n\n\n<p>Version A should be your original (control) version to keep it simple, and version B should be your test variation.<\/p>\n\n\n\n<p>So, if you\u2019re testing out a new headline for the call to action section of your homepage, option A will stay the same. Maybe that\u2019s &#8220;Sign up for our Newsletter!&#8221;<\/p>\n\n\n\n<p>And option B may be tweaked to read &#8220;Join our Exclusive Mailing List Now.&#8221;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">4. Conduct Your A\/B Testing<\/h3>\n\n\n\n<p>If you want to make changes to your website and measure your metrics manually, you can use website analytics (like the Google Analytics tool) as well as tracking sales numbers over time.<\/p>\n\n\n\n<p>If you\u2019d like to save some time, choose one of the A\/B testing platforms we recommended above. This option is more costly, but it could offer some automation opportunities and insights. Not to mention, a lot of saved manual effort.<\/p>\n\n\n\n<p>You want to let your test run for sufficient time to gather meaningful data. We\u2019ll talk about this more later, but at least two weeks is ideal. Why? To make sure you\u2019ve compared enough instances to see the true difference between versions A and B.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">5. Implement the Best Version<\/h3>\n\n\n\n<p>Now that you know which version is more effective in moving toward your starting goal, it\u2019s time to implement it live on your site, email marketing platform, or wherever.<\/p>\n\n\n\n<p>For future A\/B testing projects, this is now your variable A!<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">6. Keep Iterating<\/h3>\n\n\n\n<p>A\/B testing should not be a one-time task but an ongoing process of optimization that you revisit every time you have the bandwidth.<\/p>\n\n\n\n<p>Once you\u2019ve tested and implemented a successful change in one place, you should have the confidence and know-how to experiment and improve upon other areas and elements of your website.<\/p>\n\n\n\n<p>By continuously repeating this entire process, you can ensure your user experience is always evolving, getting better at meeting your goals, and boosting every business\u2019s key success data point \u2014 revenue!<\/p>\n\n\n\n<h2 id=\"h2_mistakes-to-avoid-with-your-a-b-test-results\" class=\"wp-block-heading\">Mistakes To Avoid With Your A\/B Test Results<\/h2>\n\n\n\n<p>Naturally, A\/B testing is not infallible, and first-timers should be aware of some of the most common mistakes beginners make.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Taking It Too Seriously<\/h3>\n\n\n\n<p>Of course, sample size is critical to the success of any experiment. Some smaller businesses simply don\u2019t have the volume of users it takes to come up with statistically significant results.<\/p>\n\n\n\n<p>Keep in mind that <a target=\"_blank\" href=\"https:\/\/wp.stolaf.edu\/iea\/sample-size\/\" rel=\"noopener\">ideal sample size<\/a> is relative to the study at hand. But generally (and ironically), with a smaller population, the ratio is higher. So, if your total audience is around 800 people, a sample of 30% or 240 people is exemplary. For a larger group of 5,000, a smaller ratio of about 10% or 500 folks can be enough.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"1600\" height=\"1200\" data-src=\"https:\/\/www.dreamhost.com\/blog\/wp-content\/uploads\/2024\/10\/05_sample_size_sweet_spot_.webp\" alt=\"Sample Size Sweet Spot with circle comparisons showing the size of 30% of 240 which is slightly larger than 10% of 5,000 people\" class=\"wp-image-50223 lazyload\" data-srcset=\"https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2024\/10\/05_sample_size_sweet_spot_.webp 1600w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2024\/10\/05_sample_size_sweet_spot_-300x225.webp 300w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2024\/10\/05_sample_size_sweet_spot_-1024x768.webp 1024w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2024\/10\/05_sample_size_sweet_spot_-768x576.webp 768w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2024\/10\/05_sample_size_sweet_spot_-1536x1152.webp 1536w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2024\/10\/05_sample_size_sweet_spot_-600x450.webp 600w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2024\/10\/05_sample_size_sweet_spot_-1200x900.webp 1200w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2024\/10\/05_sample_size_sweet_spot_-730x548.webp 730w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2024\/10\/05_sample_size_sweet_spot_-1460x1095.webp 1460w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2024\/10\/05_sample_size_sweet_spot_-784x588.webp 784w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2024\/10\/05_sample_size_sweet_spot_-1568x1176.webp 1568w, https:\/\/www-dev.dreamhost.com\/blog\/wp-content\/uploads\/2024\/10\/05_sample_size_sweet_spot_-877x658.webp 877w\" data-sizes=\"(max-width: 1600px) 100vw, 1600px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1600px; --smush-placeholder-aspect-ratio: 1600\/1200;\" \/><\/figure>\n\n\n\n<p>Now, if you don\u2019t have those kinds of numbers, there\u2019s nothing wrong with still running your A\/B experiment. But remember to take those results with a grain of salt, and don\u2019t sink time or money you don\u2019t have into testing or tweaking indefinitely.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Reacting Too Soon<\/h3>\n\n\n\n<p>When you\u2019re strapped for time, or just excited, it\u2019s easy to stop an A\/B test too early and act on the immediate results. The problem is that anomalies can happen, so the more testing time you allow for, the better.<\/p>\n\n\n\n<p>But when is it <em>enough<\/em>?<\/p>\n\n\n\n<p>Like many things, there isn\u2019t a strict rule here. Oftentimes, at least a few weeks is recommended. The higher the impact of the change, the longer you may want to run your test. For smaller sample sizes and\/or more complex tests, longer is also better. If you notice you\u2019re getting similar results over and over again, you\u2019ve probably maxed out your test\u2019s potential.<\/p>\n\n\n\n<p>Many A\/B testing tools will help guide you through the process, so don\u2019t get ahead of yourself and worry about this too much.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Catching Metric Madness<\/h3>\n\n\n\n<p>Trying to measure <em>way<\/em> too many metrics in one A\/B test can easily lead to confusion and overwhelm. Plus, monitoring tons of data points increases the chances of seeing random patterns that don\u2019t <em>actually<\/em> mean anything.<\/p>\n\n\n\n<p>Instead, it&#8217;s better to pick a few very <a target=\"_blank\" href=\"https:\/\/www.dreamhost.com\/blog\/website-metrics\/\" rel=\"noopener\">important, impactful metrics<\/a> that you can stick to measuring throughout the course of an A\/B test, such as those that measure marketing success, engagement, and conversions.<\/p>\n\n\n\n<h2 id=\"h2_what-other-website-metrics-can-we-help-you-boost\" class=\"wp-block-heading\">What Other Website Metrics Can We Help You Boost?<\/h2>\n\n\n\n<p>We hope we\u2019ve illustrated what makes A\/B testing a simple yet powerful method for boosting your small business website metrics.<\/p>\n\n\n\n<p>It\u2019s one of the most approachable and data-driven approaches that empowers businesses to make informed decisions, grow conversion rate and customer satisfaction, and eventually improve sales.<\/p>\n\n\n\n<p>But of course, that doesn&#8217;t make it effort-free!<\/p>\n\n\n\n<p>If you don\u2019t have the time or desire to go after A\/B testing, or some other dream project you have in mind on your own, we can help. Our <a target=\"_blank\" href=\"https:\/\/www.dreamhost.com\/pro-services\/\" rel=\"noopener\">Pro Services team at DreamHost<\/a> helps website owners with everything from website building to design, management, and marketing.<\/p>\n\n\n\n<p>As your partner in website improvements, we handle the technical elements so that you can concentrate on your business.<\/p>\n\n\n\n<div class=\"article-newsletter article-newsletter--gradient\">\n\n\n<h2>Get Content Delivered Straight to Your Inbox<\/h2><p>Subscribe now to receive all the latest updates, delivered directly to your inbox.<\/p><form class=\"nwsl-form\" id=\"newsletter_block_\" novalidate><div class=\"messages\"><\/div><div class=\"form-group\"><label for=\"input_newsletter_block_\"><input type=\"email\"name=\"email\"id=\"input_newsletter_block_\"placeholder=\"Enter your email address\"novalidatedisabled=\"disabled\"\/><\/label><button type=\"submit\"class=\"btn btn--brand\"disabled=\"disabled\"><span>Sign Me Up!<\/span><svg width=\"21\" height=\"14\" viewBox=\"0 0 21 14\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n<path d=\"M13.8523 0.42524L12.9323 1.34521C12.7095 1.56801 12.7132 1.9304 12.9404 2.14865L16.7241 5.7823H0.5625C0.251859 5.7823 0 6.03416 0 6.3448V7.6573C0 7.96794 0.251859 8.2198 0.5625 8.2198H16.7241L12.9405 11.8535C12.7132 12.0717 12.7095 12.4341 12.9323 12.6569L13.8523 13.5769C14.072 13.7965 14.4281 13.7965 14.6478 13.5769L20.8259 7.39879C21.0456 7.17913 21.0456 6.82298 20.8259 6.60327L14.6477 0.42524C14.4281 0.205584 14.0719 0.205584 13.8523 0.42524Z\" fill=\"white\"\/>\n<\/svg>\n<\/button><\/div><\/form><\/div>\n\n\n<p><em>This page contains affiliate links. This means we may earn a commission if you purchase services through our link without any extra cost to you.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Or, a more modern iteration for our small business owners: Data, data, data! Without necessarily even trying, if you run a website for your biz, you\u2019re probably stacked with data. Data on visits, consumer behavior, product or service sales\u2026and the list goes on. Having all that information at your fingertips isn\u2019t a terrible thing, but [&hellip;]<\/p>\n","protected":false},"author":1075,"featured_media":50207,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_yoast_wpseo_metadesc":"Learn how small business owners can use A\/B testing to improve customer experience, increase conversions, and grow faster \u2014 all with our simple guide.","toc_headlines":"[[\"h-what-is-a-b-testing\",\"What Is A\/B Testing?\"],[\"h2_the-power-of-split-testing-for-small-business-websites\",\"The Power of Split Testing for Small Business Websites\"],[\"h2_what-do-a-b-testing-analytics-look-like-in-action\",\"What Do A\/B Testing Analytics Look Like in Action?\"],[\"h2_where-can-i-run-a-b-experiments-5-core-areas\",\"Where Can I Run A\/B Experiments? 5 Core Areas\"],[\"h2_the-small-biz-a-b-testing-toolkit-6-tools-to-get-you-started\",\"The Small Biz A\/B Testing Toolkit: 6 Tools To Get You Started\"],[\"h2_6-simple-steps-for-running-your-multivariate-test\",\"6 Simple Steps for Running Your Multivariate Test\"],[\"h2_mistakes-to-avoid-with-your-a-b-test-results\",\"Mistakes To Avoid With Your A\/B Test Results\"],[\"h2_what-other-website-metrics-can-we-help-you-boost\",\"What Other Website Metrics Can We Help You Boost?\"]]","hide_toc":false,"footnotes":""},"categories":[12840],"tags":[],"class_list":["post-50211","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.3 (Yoast SEO v27.4) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>The Small Business A\/B Testing Guide - DreamHost<\/title>\n<meta name=\"description\" content=\"Learn how small business owners can use A\/B testing to improve customer experience, increase conversions, and grow faster \u2014 all with our simple guide.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www-dev.dreamhost.com\/blog\/a-b-testing\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"A\/B Testing for Small Business Owners: Stop Guessing, Start Growing\" \/>\n<meta property=\"og:description\" content=\"Start using A\/B testing to transform your website\u2019s performance. 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