How to use A/B testing as a small business superpower

What’s the difference between businesses that get by on a revenue plateau, and those that enjoy a continual upward trajectory? It’s all about constantly enhancing your marketing, so you never get stuck in the status quo.

A simple but powerful way to keep levelling up is A/B testing, also known as split testing. What this boils down to is giving your audience two different versions of a focused marketing element (like a headline, price, or description). That way, you get to see which one delivers the highest conversions, instead of relying on guesswork or personal preference.

The best part about A/B testing is you don’t need a big budget, or advanced skills. All you need is curiosity, and the willingness to learn. Small, consistent steps are the way forward.

This guide makes A/B testing straightforward and effective for small businesses. Get on track with proven data, so you can make the changes that are guaranteed to boost your bottom line.

And if you’re still in the early days of setting up your business rather than looking to improve it, read this guide first, for the know-how to make things easier: Three pillars of a successful startup: Ultimate guide for small businesses.

Benefits of A/B testing

You may be thinking: Why split hairs? We understand that as a busy small business, you have more than enough on your plate. But A/B testing is actually a game-changer, giving you major advantages without increasing your costs.

Let’s break down why making A/B testing a regular habit is well worth your time:

Boost Your Profit Margin

By getting proven data showing you how to continually enhance your marketing campaigns, pricing strategies, website design, and customer engagement, the obvious result is higher revenue.  

But especially for small businesses, increasing your profit margin (the amount left over after expenses) isn't just about boosting sales. A/B testing improves your bottom line in two other important ways:

• Increasing revenue without increasing cost – make your budget stretch much further. Get better results without spending more.
  
  
• Minimize time and resource cost – with data instead of guesswork, you save on marketing efforts that don’t impact your bottom line. That means more time and budget for things that drive profit.

Increase Conversions 

Whether it’s more sales, more email signups, or more engagement with customers to build brand trust – better conversions ultimately mean more revenue. You’ll be amazed at how much small improvements can lead to big gains over time.

Examples: 

• HubSpot ran an A/B test comparing red vs. green CTA buttons, and found the red button led to a 21% higher conversion rate.
  
  
• MarketingExperiments found that tweaking a landing page headline delivered a 30% increase in leads.

Cut Costs

Marketing spend can burn through your monthly budget like fire if you let it, and that’s not even counting the time and energy you can waste doing things that don’t deliver good Return on Investment (ROI). 

A/B testing shows you what works well, and not-so-much, so you can allocate your resources more effectively. This is particularly true with paid advertising – if you’re paying per click, you definitely want to make sure you’re paying for ads that are proven to deliver the best results.

Example:

Research by VWO found that businesses which regularly use A/B testing on their ads see an average 37% improvement in click-through rates.

Optimize Pricing 

Finding your pricing strategy ‘sweet spot’ is key to the long term success of any business. Go too high and people won’t pay, go too low and they’ll perceive your product or service as being second rate. The only way to figure this out is by A/B testing different pricing points. 

Example:

In a case study by ConversionXL, an e-commerce company tested two pricing structures:

Option A: $49 with free shipping
Option B: $39 + $10 shipping

Despite the total cost being the same, Option A (higher upfront price, free shipping) resulted in a 15% increase in sales.

Improve Customer Loyalty

Business success isn’t just about getting new customers, it’s also about keeping them. A/B testing helps you refine your customer experience, which leads to repeat purchases and people recommending your business to their circle of contacts.

Example:

In a case study by industry leading marketer Neil Patel, a SaaS (software-as-a-service) company tested two different onboarding processes:

Version A: Detailed step-by-step walkthrough
Version B: Short, interactive demo

The interactive demo led to a 25% increase in customer retention after 30 days.

Reduce Cart Abandonment

One of the biggest frustrations for businesses is spending on marketing that gets people to the point of adding items to their shopping cart, only to have them drop off without completing the purchase.

A/B testing is really helpful in getting these ‘almost-customers’ over the finish line, by smoothing out those last friction points in the checkout process.

Example:

Expedia ran an A/B test removing just one field (company name) from their checkout form. This led to a 12% increase in completed bookings, generating $12 million in additional revenue!

Peace of Mind

Instead of making business decisions based on hunches or individual preferences, A/B testing puts proven data in your hands, so you know for sure what works best. Why rely on hit-and-miss guesswork, when your decisions can be based on certainty?

A/B testing step-by-step

Split testing isn’t complicated, if you do things methodically and keep a clear record of the results. Here’s a walk-through of the How-To steps that experts follow, along with some added pro tips to give you the best results:

Step 1: Define Your Goal 

First you need to ask yourself: what exactly am I trying to improve? Without a clear and specific objective, you won’t know what success looks like.

These are some of the most important business goals, along with examples of useful tests you could run to see what works best:

• Increase Sales e.g. does a long product description convert better than a short one with a video?
  
  
• Improve Email Open Rates e.g. does a personalized subject line increase engagement more than a generic email?
  
  
• Reduce Cart Abandonment e.g. does allowing Guest Checkout improve conversions compared to making customers create and Account and login?
  
  
• Boost Ad Performance e.g. do video ads perform better than image-based ads?
  
  
• Enhance Website Engagement e.g. does a new layout of a landing page increase interest so people spend more time there?

Pro Quote:
"Start with your biggest bottleneck. If your website traffic is high but conversions are low, focus on testing your landing pages or checkout process. Don’t waste time optimizing areas that aren’t causing major problems." – Peep Laja, Founder of ConversionXL.

Step 2: Choose Test Elements 

Many small businesses struggle with getting clear results when they do A/B testing, because they throw too many things into the test. For example, if you have Landing Page A as the baseline, then in Landing Page B you change the colour and the placement of CTA buttons, how will you know for sure which change caused more sales?

So the key to split testing is to choose one single element to test at a time. That keeps the resulting data crystal clear.  

Pro Quote:
"A/B testing is about isolating variables. If you test multiple changes at once, you’ll never know what actually caused the improvement, or the failure. Testing one element at a time ensures that every result is actionable and leads to clear, data-driven decisions." – Peep Laja, Founder of ConversionXL.

Step 3: Create Two Variations

Version A will be your existing content to act as the baseline, and version B is the single change that you’ll make. Keep everything else exactly the same. And as mentioned above make sure the variation you’re testing is related to a clear goal, rather than a ‘what if’ plucked out of thin air.

For example, if your current pricing model shown on a landing page is $39.99 with free shipping, but you want to see it you could charge extra for delivery, you’d prepare this test:

Version A: $39.99 with free shipping

Version B: $34.99 + $5 shipping

Pro Quote:
"Your test should be based on a hypothesis. Ask yourself: ‘Why do I think this change will improve performance?’ Testing random ideas leads to random results." – Chris Goward, Founder of WiderFunnel.

Step 4: Split Your Audience 

To get accurate results, you’ll need to evenly split the audience who will receive each version i.e half gets Version A, the other half gets Version B. This equal split should also be done randomly, so there’s no bias whatsoever. Here’s how:

• Website Tests – use tools that randomly show different visitors either Version A or B of a landing page. See the Tools section below for some free recommendations to try out.
  
  
• Email Tests – send Version A to 50% of your email list, and Version B to the other 50%.
  
  
• Ads Tests – run two identical ad campaigns with version A and B, targeting exactly the same audience.

Pro Quote:
"For reliable results, avoid testing on very small audiences. Ideally, you need at 1,000 to 2,000 people for statistical significance." – Tim Ash, CRO expert.

Step 5: Track the Right Metrics 

To uncover the clear winner of your two versions, you’ll want your analytics setup to monitor and measure the results. This also needs to align with the right Key Performance Indicators (KPIs).

Here are some of the most important metrics to measure, that align with priority business goals:

• Sales & Conversions – conversion rate, revenue per visitor, average order value.
  
  
• Email Performance – open rate, click-through rate, response rate.
  
  
• Ads & Social Media – cost per click, engagement rate, return on ad spend.
  
  
• Website Optimization – bounce rate, session duration, form completion rate

Learn more: Ultimate Beginner’s Guide to Metrics.

Pro Quote:
“Don’t just track conversions, analyze how user behavior changes. A test might get more clicks but reduce total revenue. Always look at the full picture." – Oli Gardner, Co-founder of Unbounce.

Step 6: Test for Long Enough

If you don’t run your test for at least two weeks, the test data can be unreliable. There are lots of natural fluctuations that happen which may not have anything to do with the change you made. For example, consumer behaviour is very different on a Monday compared to the weekend or holidays.

You want to reach a 95% statistical significance, meaning full confidence that the data differences aren’t random. 

Pro Quote: "Patience is key. Many businesses rush to conclusions, but A/B tests need enough data to be valid. Stopping too soon leads to misleading results." – Avinash Kaushik, Google Analytics expert.

Step 7: Analyze & Implement 

After gathering enough data, the winning version will stand out. Now you need to apply these insights to your marketing:

• Version A wins – keep this original version. Now test something else, with this remaining as your baseline.
  
  
• Version B variation wins – add this change to the marketing asset as your new baseline.
  
  
• Inconclusive – if the data was roughly the same for each version, first run the test for a week longer. If the test is still inconclusive, try another variation change.

Note that just because a variation wins in one marketing asset, like an email, that doesn’t mean it will work across all your assets (web pages, social media etc.). This is because audiences have different behaviours on different platforms.

So you’ll want to run A/B testing on each platform before making a change across the board. Also use common sense, if your brand colours are green, it would look ugly to add red CTA buttons just because you read in an article they work well.

Pro Quote: 

"Context is everything in A/B testing. A winning variation in one scenario may fail in another if the audience, timing, or platform changes. The key is to test within the right environment. Understand user intent, device behavior, and where they are in the buying journey to make data-driven decisions that truly move the needle." – Oli Gardner, Co-founder of Unbounce.

Rinse & Repeat

A/B testing is one of the most effective ways increase your profit as a small business, without spending more money. Get into the habit of continuously testing, learning, and improving, for data-backed decisions that lead to higher sales, better marketing, and improved customer experience.

Remember that even small improvements (2-5%) can lead to thousands of dollars in extra revenue over time.

Pro Quote: 

One test isn’t enough. Continuous testing is what drives long-term success. Always be testing (ABT) to keep improving your business." – Bryan Eisenberg, CRO expert.

Top three A/B testing tools 

Now that you know how to do split testing like a pro, here are three of the most popular tools to help you, based on their suitability for small businesses i.e. simplicity and affordability. All of these come with a free trial, so you can try them out so see which one works best for you.

The email provider you choose should have in-built functionality to run split testing evenly amongst your subscriber list.

Zoho PageSense

Along with A/B testing, this tool also helps you with heatmaps showing where people are clicking, and funnel analysis so you can better understand visitor behavior. They offer a 15-day free trial (no credit card needed).

VWO Testing

This tool lets you create and run A/B tests seamlessly across websites, apps, and marketing campaigns. They have a lifetime free Basic Plan, which has enough features to make A/B testing easier.

Convertize

They say their added feature called ‘hybris statistics’ offers more reliable results, along with a user-friendly interface that simplifies the process. This company also offers a 14-day free trial (no credit card needed).

Common mistakes

While A/B testing is straightforward, small mistakes can cause misleading results. Here’s a summary of the biggest pitfalls and how to avoid them, along with some more expert insights:

1: Testing Too Many Variables at Once

If you change multiple elements (like a headline, CTA button, and image) at the same time, you won’t know which change caused the results. Always focus one variable at a time (such as only a CTA change) per test.

Pro Quote: “A/B testing is about isolating variables. If you test too many changes at once, you’ll be making decisions based on guesswork, not data.” – Peep Laja, Founder of ConversionXL.

2: Ending the Test Too Early

Many small businesses make the mistake of stopping a split test after a few days, because they see a quick winner. But early results can be misleading because of random fluctuations. Run tests for at least two weeks (or until you achieve clear data).

And for the clearest result, make sure your test includes at least 1,000 to 2,000 people.

Pro Quote: 

“Patience is key. Stopping a test too soon is like leaving a marathon after the first mile—it doesn’t give you reliable insights.” – Avinash Kaushik, Google Analytics expert.

3: Ignoring Statistical Significance

Statistical significance means the likelihood that the differences between your baseline version and the test variation are genuine, and not because of random chance. Typically that’s calculated at 5%, meaning you want to be 95% confident that one version performs better or worse than the other version. 

In other words, if you don’t have a clear winner, it’s not worth making a change. But the main thing to know is you always want to look for a consistent pattern across multiple tests, before making decisions.

Pro Quote: 

“A true A/B test is only valid when it reaches statistical significance. Otherwise, you’re making decisions based on noise, not data.” – Chris Goward, Founder of WiderFunnel.

4: Not Testing the Right Audience

If your test audience isn’t representative of your target customers, your results won’t be useful. When you have different types of customers, segment them and run the test on each type. Make sure there’s an even distribution.

Pro Quote: 

“Different customer segments behave differently. What works for new users may not work for repeat buyers. Always segment when necessary.” – Oli Gardner, Co-founder of Unbounce.

5: Testing the Wrong Elements

It’s easy to lose sight of the wood for the trees, by wasting time testing minor changes instead of the most high-impact elements. Prioritize your A/B tests, starting with the key areas that directly affect your bottom line, like headlines, pricing, product descriptions, and the checkout process.

Pro Quote:

“Testing button colors might give you a 2% improvement, but testing a different pricing strategy could give you a 20% boost. Focus on what matters.” – Neil Patel, digital marketing expert.

6: Not Tracking the Right Metrics

Be careful of focusing on vanity metrics such as Likes and clicks, instead of business-critical metrics like revenue and conversion rates.

Pro Quote:

“A test that increases clicks but decreases revenue is not a successful test. Always measure what truly drives business growth.” – Bryan Eisenberg, CRO expert.

7: Not Following Through

It’s a common issue, a business runs tests, but get so busy that you don’t end up acting on the results, much less retesting. Once a new version wins out in your test, make it a habit to implement it quickly. Then run another test in a few weeks to see if the new version is still working, or can be improved on. This is the way to keep improving your marketing, and your profits.

Pro Quote:

“One test is never enough. Markets evolve, customer behavior shifts—what worked last year may not work today. Keep testing.” – Tim Ash, Author of ‘Landing Page Optimization’.

8: Testing Without a Clear Reason

Some businesses test random elements ‘just because’. This leads to unfocused and inconclusive results. Always ask yourself why you think a change will improve results. Here’s an example:

DON’T:  “Let’s test a new CTA.”

DO: “We believe a more action-focused CTA (“Get Instant Access” vs. “Learn More”) will increase sign-ups by at least 10%.”

Pro Quote:

“Great A/B testing is about learning, not just winning. A clear hypothesis turns every test into a valuable business lesson.” – Craig Sullivan, CRO consultant.

9: Not Testing Mobile & Desktop Separately

It’s common for busy small businesses to only test on desktop users, while ignoring mobile users who behave differently. And with around half of internet traffic now coming from mobile devices, you could be missing out on major conversions. Be sure to run separate tests for these two streams. 

Pro Quote:

“Mobile conversions are often lower because of friction points. A/B testing mobile UX can unlock huge revenue increases.” – Luke Wroblewski, Mobile UX Expert

10: One and Done

It’s easy to assume that once you’ve run a successful A/B test, you can forget about that area. But customer behavior changes over time, so make this your motto: Always Be Testing (ABT). It’s worth it, because every improvement helps boost your conversions.

Pro Quote:

“Optimization is never finished. The moment you stop testing, you start falling behind.” – Rand Fishkin, Founder of Moz.

Wrap up

Small businesses are typically on a tight budget. That’s why A/B testing can be your superpower – it offers proven data to help you make the changes that boost your marketing results. And the great thing is it doesn’t cost you more. 

Making split testing a habit also keeps you on the right track in other key ways, like saving you on the wasted time and effort making changes that don’t move your profit needle.

By constantly tweaking your marketing and updating it according to what customers respond best to, you’ll be amazed at how much it can grow your conversion rates. Even a 1% increase can make a big difference, whether it’s directly from sales, or further down the line through increased engagement, and happier customers recommending your business to their friends.

Ready ot take action? Read: What to A/B Test? Ultimate Guide for Small Businesses. We’ll walk you through every key area to target, so you don’t need to sit around scratching your head.

For more ways to help make your life easier and increase profits, check out the Build & Grow Hub.

Frequently asked questions

What is A/B testing?

Also known as split testing or bucket testing, this is a way of boosting your revenue by finding out what your audience prefers. It involves creating two different versions of a focused marketing element (like a headline, price, or description), then showing version A to half the user group, and version B to the other half. 

That way, you get to see which version achieves the highest conversions, instead of relying on guesswork or personal preference.

What is A/B testing used for?

In the context of helping small businesses grow and succeed, A/B testing is used to improve your marketing assets, by comparing two versions to see which one performs better. This gives you higher sales conversions, click-through rates, and customer engagement.

How A/B testing can save you money

This method delivers proven data that tells you what your customers want, making your marketing decisions are more effective, because you’re not using guesswork. It also leads to better resource allocation, and prevents wasted time on enhancing areas of your marketing that don’t improve conversions.

How to implement A/B testing?

This guide explores the pro way to do A/B testing for the best results. Also read our second guide which walks you through all the key areas to test, so you don’t need to spend time figuring things out: What to A/B Test? Ultimate Guide for Small Businesses.

How to use AI like ChatGPT for A/B testing?

The same principle applies of having a baseline version and an alternative version. AI can be really helpful with creating a number of different versions of your marketing content to test, from headlines and product descriptions, to ad copy.

Larger organizations pay for AI models to analyze and run constant split testing across their entire funnels, but this is not really needed for a small businesses. It may be that in the future an AI program will automates split testing for any sized company.

How to split traffic for A/B testing?

Randomly and evenly assign your visitors to the two different versions of your webpage or app. The Top Three tools we list in this article are popular among small businesses for this task. Your email provider should have the functionality to do the same with splitting your subscriber list.

What is A/B testing in email marketing?

The same applies as with your other marketing assets. You have a baseline version, and a second version with a focused change. Then split these two versions evenly between your audience to see which one performs better.

The only difference is that with email marketing, your audience is the subscriber list you’ve built from signups through your website.

How to A/B test websites and landing pages?

No matter what type of marketing asset you’re split testing, the main things to remember are to create a single focused change to compare with your baseline version, like a heading or the placement of a CTA button. That way you’re clear on exactly what change moved the needle. Then split the two versions evenly amongst your audience. 

This guide walks you through the How To steps. Also read the supporting guide, which explains the most important tests to run on your marketing assets to boost conversions: What to A/B Test? Ultimate Guide for Small Businesses.