Clear goals and well-defined metrics are essential to the success of any A/B test. Without a clear understanding of what you’re testing and how you’ll measure success, the results of your experiment will be hard to interpret.

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Defining Goals

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What is the Objective of Your A/B Test?

Your objective should align with your business priorities. The most common objectives for A/B testing include:

  • Increasing Conversion Rates: Encourage more visitors to take specific actions, like signing up or making a purchase.
  • Reducing Bounce Rates: Keep users engaged on the site for longer.
  • Improving User Engagement: Increase interactions with key elements like videos, forms, or CTAs.

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Broader Objectives

While A/B testing is commonly used to drive revenue, it can also help with:

  • Reducing opt-out rates
  • Increasing upsells
  • Improving after-sales service engagement

A/B testing isn’t just for revenue growth—it can help reduce costs, too.
See more in our user stories.

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Measuring Success

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How Will You Measure Success?

The success of your A/B test depends on defining the right Key Performance Indicators (KPIs) that reflect your test objectives:

  • Conversion Rate (CR): The percentage of users completing the desired action.
  • Click-Through Rate (CTR): The ratio of users who clicked on a specific link or CTA.
  • Bounce Rate: The percentage of visitors who leave without engaging.

Choosing the right success metrics will allow you to make informed decisions about the outcome of your test.

For more on defining success events, visit our success event page.