---
title: What Is A/B Testing? Split Testing Explained | WebManics
description: A/B testing compares two versions of a page to see which gets more enquiries. Learn how it works, when you have enough traffic, and what to test first.
---

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3. [Glossary](https://webmanics.com/glossary/)
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5. A/B testing

# A/B testing

**A/B testing** (also called split testing) is a way of comparing two versions of a web page, form or button by showing each one to a different group of visitors at the same time. The version that gets more people to take the action you care about, such as booking, calling or sending an enquiry, wins.

- [Analytics and Testing](https://webmanics.com/glossary/tag/analytics-and-testing)
- [CRO Fundamentals](https://webmanics.com/glossary/tag/cro-fundamentals)

Updated 8 November 2026 • 3 min read

On this page

[All glossary terms A–Z](https://webmanics.com/glossary)

## A/B testing in plain English

Version A is your current page. Version B changes one thing, such as the headline, the button text or the number of form fields. Testing software splits your visitors between the two at random, then counts how many people take action on each. Because both versions run at the same time, things like the weather, the season or a social media post affect both equally, so you are comparing like with like.

A test with several changes tested in combination is called **multivariate testing**. It needs far more traffic than a simple A/B test, so most small and mid-sized businesses should stick to A/B tests.

## How A/B testing fits into CRO

A/B testing is one tool inside [conversion rate optimisation (CRO)](https://webmanics.com/glossary/conversion-rate-optimisation), not the whole job. CRO starts with finding out *why* visitors are not enquiring, using analytics, [heatmaps](https://webmanics.com/glossary/heatmap) and session recordings. A/B testing is how you prove that a fix actually works before rolling it out everywhere.

## Do you have enough traffic to A/B test?

This is the question most guides skip. A test is only useful when the result is [**statistically significant**](https://webmanics.com/glossary/statistical-significance), meaning the difference between A and B is very unlikely to be down to chance. Most tools aim for 95% confidence.

To get there, you usually need hundreds of conversions per version, not hundreds of visitors. A site that gets 20 enquiries a month could wait a year for a reliable answer. As a rough rule:

- **High traffic and plenty of enquiries:** A/B test your biggest pages and forms.
- **Modest traffic:** test only big, bold changes, such as a new page layout or offer, and run tests for longer.
- **Low traffic:** make evidence-led changes, then compare your [conversion rate](https://webmanics.com/glossary/conversion-rate) before and after.

## What to A/B test first

1. **The headline and opening line.** Does the visitor understand what you do and who it is for in five seconds?
2. **The offer behind the button.** "Book a free consultation" and "Get a quote in 24 hours" attract different people.
3. **The [call to action](https://webmanics.com/glossary/call-to-action)**: its wording, position and what happens after the click.
4. **Form length.** Every extra field asks for more effort.
5. **Proof placement.** Moving reviews or credentials next to the button often matters more than the button's colour.

## Common A/B testing mistakes

- **Stopping a test too early** because one version is ahead after a few days.
- **Testing tiny changes**, like button colour, on a site without the traffic to detect small differences.
- **Measuring clicks instead of enquiries.** More clicks with fewer genuine leads is a loss.
- **Testing without working tracking.** If your forms and calls are not recorded properly, the result is meaningless.

## Related terms

- [Conversion rate optimisation (CRO)](https://webmanics.com/glossary/conversion-rate-optimisation)
- [Conversion rate](https://webmanics.com/glossary/conversion-rate)
- [Heatmap](https://webmanics.com/glossary/heatmap)
- [Landing page](https://webmanics.com/glossary/landing-page)
- [Statistical significance](https://webmanics.com/glossary/statistical-significance)
- [User testing](https://webmanics.com/glossary/user-testing)

## How WebManics can help

We check your tracking first, then decide whether A/B testing makes sense for your traffic. Where it does, we plan, build and analyse the tests. Where it does not, we make careful, evidence-led changes and measure what happens to enquiries. That work runs month to month through our [CRO Growth Retainer](https://webmanics.com/services/cro-growth-retainer).

Not sure where to start? Our [free website conversion audit](https://webmanics.com/website-conversion-audit) shows what is holding enquiries back and what is worth testing first.

## Want more enquiries from your website?

Get a free website conversion audit. We’ll show you what’s stopping visitors from getting in touch, and what to fix first. No obligation.

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## More definitions

[Browse all terms A–Z](https://webmanics.com/glossary)

### [Value proposition A value proposition is a short, clear statement of what you offer, who it is for and why someone should choose you over ... Read definition](https://webmanics.com/glossary/value-proposition)

### [Conversion rate Conversion rate is the percentage of website visitors who take a specific action you want them to take, such as sending ... Read definition](https://webmanics.com/glossary/conversion-rate)

### [Statistical significance Statistical significance is a measure of how likely it is that a result, such as one version of a page getting more enqu... Read definition](https://webmanics.com/glossary/statistical-significance)

## Clarity first.   Conversion next.

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