Goal
To properly structure and implement an A/B testing culture across your business
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SOP-060
How to Structure, Run, and Analyze an A_B Test on your Website
How to Structure, Run, and Analyze an A/B Test on your Website Flawlessly plan, execute and analyze an A/B test on your website and determine whether a variant should be implemented definitively on your website or not. This is based on actual data.
Type
SOPs · PDF
Execution time
~30 min - 2 hours
Last updated
03 March 2025
Who does this
The person responsible for Conversion Rate Optimization
Length
11 pages
Comes with
From Leads to Sales: Funnel Building 101
Ideal outcome
You’ve flawlessly planned, executed and analyzed an A/B test on your website and are able to determine whether a variant should be implemented definitively on your website or not. This is based on actual data
Why it matters
Without a proper A/B testing process in place, you are not able to confidently make business or UI/UX decisions
Before you start
• You need to have VWO set up on your website. This is free and recommended. • Follow SOP 059 (web version). • You should also have Google Analytics conversion
Key steps 8 steps
What is inside 14 headings
1 Resource for this SOP
2 Determining what you are going to test 3
- Select the Element to Test
- Note: While website changes can often lead to fluctuations in conversion rates, this is not always the case. Conversion rate changes may also be influenced by external factors such as seasonality, traffic quality, competition, or even weather conditions, which may coincide with your website updates but are not directly caused by them.
- Use Behavioral Analysis Tools to Identify Test Ideas
3 Defining how you are going to test it 2
- Open the LLM Decode Template 021: A/B Test Documentation Spreadsheet (web version).
- Fill out the spreadsheet.
4 Finalizing your A/B test using VWO 5
- Go to "Testing" → select the A/B text you want to analyze → "Reports" tab → look for the Probability to Be Best (PBB) metric.
- Decide Next Steps
- If Version B performs better, implement changes permanently. If results are inconclusive, consider running the test longer or tweaking variations. If Version A wins, document findings and brainstorm new test ideas.
The document 11 pages
The file is locked
It comes with From Leads to Sales: Funnel Building 101, or with the full library.
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