A/B/n Testing: What It is and Which Tools to Use in 2020
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A/B/n Testing: Designing a Web Page for Your Audience

a/b/n testing

Marketers and publishers don’t have it easy when designing call-to-actions, writing emails, or creating landing pages. Namely, they need to predict what will actually prompt people to click and convert. Following a hunch might have worked before, but now it doesn’t. Basing your marketing decisions on a “feeling” can produce disastrous results. So, instead of relying on guesses to make a decision, you should start using A/B/n testing

This kind of testing is valuable because different customers behave, you’ve guessed it, differently. Something that works for your competitors may not work for you. Testing is the only way to make an informed choice based on your audience’s preferences. In that respect, there are no “best practices” because it may not be the best practice for your business.

But don’t be discouraged. The world of marketing has evolved so much that you don’t need any “hunch” to predict your company’s success. In this article, we’ll tell you what you need and direct you to useful tools you can use. Prepare to broaden your horizons!


What Is A/B/n Testing?

We’ve all been there. Sometimes during our creative process we can’t decide which option would be more appealing to our target audience. We want to go with a blue design, but something tells us that a green one would be better. Then a colleague throws in pink or purple options and we’re stuck. To put it mildly, we’re in a pickle.

But we’re not just in a pickle — we’re also in the middle of A/B/n testing whether we know it or not. Wait, what does this even mean?

Well, A/B/n testing is the process during which you test multiple versions of the same web page. Your goal is to choose the page which will bring the highest conversion rate. It differs from an A/B test in that it compares more than two variations of a page. The “n” here refers to the number of versions you’re testing. This number can range from three versions to the “nth” version.

What’s more, you usually have the original web page which is referred to as the “control.” But let’s say you decide to create three more variations and test them all together. During A/B/n testing, your traffic is split evenly between these four pages. So, each variation gets 25% of traffic. Here are some of the possible changes to a page:

  • Headline
  • Button
  • Image
  • Copy
  • Complete redesign

At the end of the test, you’ll know the amount of conversions each variation generated. Therefore, it will be easier for you to decide what is the best-converting version.

Why Implement A/B/n Testing?

In this line of work, marketers and publishers spend hours and weeks creating digital assets. As you now know, the process usually produces different variations of a page, email or other asset. For instance, let’s say you’re creating a landing page. To keep your options open, you have multiple versions of the text, CTA, or photos. In fact, most marketers create around three to four versions of these elements before choosing one.

This is where you should include A/B/n testing. It removes any doubt you may have about a particular version. Not only that, but it practically tells you “This is the most suitable version for your customers.”

Furthermore, it’s especially helpful if you’re still collecting information about your consumers. In the beginning stages, you might know who your audience is, but you’re still unsure what they’ll like. As you don’t know what will resonate with them, run this type of testing. With the so-called split testing, you have the opportunity most marketers crave. In other words, you have the power to compare pages and not worry whether you chose the wrong one.

In addition to determining the most successful version of your page, A/B/n testing also tells you which version performed the worst. Don’t disregard these test results — analyze them instead. You can then brainstorm and determine why certain features convert better than others.

Potential Disadvantage of A/B/n Testing

When you come to think of it, having a system go over a number of variations doesn’t sound so bad. But is there any downside of this test? Well, like with most things, there is. Let’s mention it so you can have a bigger picture here.

While you’re running multiple A/B/n tests, you’re diving traffic among different variations. As a result, this can increase the amount of time and traffic required to reach a statistically significant result. As you know, statistical significance refers to the likelihood that the difference in conversion rates isn’t due to chance. 

Moreover, it’s important to use the A/B/n tests to the maximum. You’re gathering information about your audience which is great. This means you have a chance to conclude what type of content they want to see.

Once you decide what you want to test, you’ll probably wonder how to get started. Well, there are actually tools that can help. However, make sure to select one that allows you to run multiple variations. We’ll list two tools you can use for A/B/n testing.

A/B/n Testing Tools

Marketing is constantly changing and evolving. What you used a year ago might not be the best solution for your customers now. This leads us to wonder what marketers and publishers should do when they can’t decide what to present to their customers. Well, the best thing you can do is investigate. Today, one of the most useful investigative tools is certainly A/B/n testing.

As you know, every company has a unique client base which means that the same copy or website layout won’t work for everyone. However, you can discover what your customers prefer to decide which website design or text will generate the best results for your business.

To help you on your journey, we’ve singled out two A/B/n testing tools to use in 2020. These will help you find the answers for your own situation.


Trusted by over 6,000 customers, including Warner Music Group, Ubisoft, and eBay, VWO is an A/B testing platform. It is quite popular among marketers because it’s intuitive and easy to use. Their technology lets you build A/B/n tests, multivariate tests, and Split URL tests.

Additionally, you can view a robust reporting dashboard to measure the performance of each test. The top features of VWO are:

  • Audience targeting
  • Heat maps and recordings
  • Bayesian-powered statistical engine

Crazy Egg

Crazy Egg is a website optimization software, particularly suitable for smaller businesses that need a more cost-effective solution. It allows you to create tests to see what is the best solution for your visitors. Basically, you run the A/B/n tests to understand the buyer’s journey. Crazy Egg also comes with advanced heat maps and visitor recordings, enabling you to see where your customers are getting stuck.

What’s more, you can build tests without any coding experience, making this software suitable for every marketer. Here are its top features:

  • Funnel analysis
  • Campaign segmentation
  • Split testing

Start A/B/n Testing Today

To sum up, A/B/n testing is more than useful because it allows you to find out what content your audience wants to see. You don’t need to rely on a hunch anymore in 2020. The technology has advanced so much that you can now make informed choices and back them up with results. So, if you want to see your business grow, start A/B/n testing today!