A/B testing is a proven means to increase conversion rate. It’s not as simple as it appears. It’s more than simply testing two or more versions of Web pages, banners, search ads, or whatever persuasive element you can imagine. It also has limitations.

A/B testing, unlike the intuitive creative process, must be treated like a true scientific experiment. Many clients come to us frustrated by the results of their tests. Almost without fail, we discover their tests don’t conform to experiment design. Most just have two versions of an element at the wall to see what sticks.

Unless you’re one of those learn-the-hard-way types, benefit from our experience. Here’s what we’ve learned from seven years of trial and error.

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