If you’ve ever wondered if changing a headline, button color, or call-to-action could actually move the needle, A/B testing is how you find out. This guide is for anyone ready to run their first A/B test in Convert.com—whether you’re a marketer, product manager, or just the “website person” by default. No fluff. No hype. Just real, practical steps.
Why A/B Testing is Worth the Trouble
Let’s be honest: most website tweaks are guesses. A/B testing lets you stop guessing and start proving what works, based on your actual visitors. But it’s not magic. You need to plan, execute, and interpret results carefully—or risk making decisions on bad data.
A word of warning: A/B testing only helps if you have enough traffic and a clear goal. If your site gets 100 visitors a month, you’re better off making improvements based on common sense and user feedback.
Step 1: Get Clear on What You’re Testing (and Why)
Don’t start with “let’s test everything.” Start with a single, focused question. For example:
- Does changing the button text from “Buy Now” to “Get Started” increase signups?
- Will moving the testimonial section higher on the page lead to more demo requests?
Pick something that actually matters to your business. Testing tiny details for the sake of it is a waste of everyone’s time.
Pro tip: Write down your hypothesis before you start. If you can’t explain why the change might help, rethink your test.
Step 2: Sign Up and Set Up Convert.com
Head over to Convert.com and create your account. There’s a free trial, but you’ll need to put in payment info if you want to run tests beyond the basics.
What you’ll need: - Admin access to your website or at least the ability to add scripts - A clear idea of which page(s) you’ll be testing
Install the Convert.com script:
1. Log in to your Convert.com dashboard.
2. Find the “Project” you want to test on (or create a new one).
3. Copy the provided JavaScript snippet.
4. Paste it just before the </head> tag on every page you want to test.
5. Publish your changes and double-check that the snippet loads (use your browser’s developer tools or Convert.com’s verification option).
Don’t skip this: If the script isn’t live, your test won’t run. Triple-check.
Step 3: Create Your First Experiment
Convert.com calls these “Experiments.” Here’s how to set one up:
- From your dashboard, click “Create New Experiment.”
- Choose “A/B Test.”
- Name your experiment. Be specific—“Homepage CTA Button Test” beats “Test #1.”
- Define your variations:
- Original: The version your visitors see today.
- Variation(s): The version(s) with your changes (e.g., new button text, different layout).
- Select the target URL(s)—the exact page(s) you want to test.
What to ignore: Don’t bother with “Multivariate” or “Split URL” tests right now unless you know exactly what those are (hint: they’re more advanced and easy to mess up).
Step 4: Build Your Variation
Convert.com offers a visual editor to make changes without knowing code. It’s decent, but not perfect. Here’s what works:
- Text changes: Easy—just click and edit.
- Swapping images or colors: Usually straightforward.
- Moving elements: Sometimes gets finicky, especially on complex layouts.
If you need to do something tricky: You can use the “Code Editor” mode to inject CSS or JavaScript. If you’re not comfortable with this, get help from a developer. Don’t risk breaking your site for a minor test.
Pro tip: Keep your first test simple. One clear change is enough. It’s tempting to pile on tweaks, but you’ll never know which one worked.
Step 5: Set Up Your Goals
A test is pointless without a goal. In Convert.com, “Goals” are the actions you want to track, such as:
- Visiting a “Thank You” page after a form submission
- Clicking a specific button
- Reaching a certain URL
How to set up: 1. In your experiment, find the “Goals” section. 2. Add a new goal. Pick the type that matches your outcome (URL visit, click, etc.). 3. Define the specifics (e.g., the URL path or button selector). 4. Name your goal clearly—“Signup Complete” is better than “Goal 1.”
What not to do: Don’t set five different goals in your first test. Pick one, maybe two max. More goals mean more noise and confusion.
Step 6: Decide Who Sees Your Test (Targeting and Traffic Split)
Convert.com lets you control who gets which version:
- Audience targeting: You can show the test to all visitors, or only certain segments (like mobile users, visitors from a certain country, etc.).
- Traffic allocation: By default, your audience is split 50/50 between Original and Variation. That’s fine for most tests.
Unless you have a good reason, keep it simple. Fancy targeting is mostly for advanced users or huge sites.
Pro tip: If you’re worried about breaking something, limit the test to a smaller percentage of users at first (say, 10%). Ramp up when you’re sure it works.
Step 7: QA Before You Launch
Don’t skip this. Preview both the Original and Variation. Check:
- Does the page load correctly?
- Is the change actually visible?
- Are your goals being tracked? (Use Convert.com’s built-in testing tools)
What can go wrong: - The variation breaks on mobile. - The tracking code isn’t firing. - The test conflicts with another script.
Fix any issues now—not after your boss spots a broken page.
Step 8: Start the Experiment (and Don’t Peek Too Soon)
Hit “Start Experiment” in Convert.com. Now comes the hard part: waiting.
A few things to keep in mind: - Don’t check results daily. Early data is noisy and can trick you into stopping a test too soon. - Let it run at least one to two weeks, and/or until you have enough conversions (ideally 100+ per variation, but more is always better). - If your site has low traffic, be patient or consider whether A/B testing is even worth it.
Ignore the temptation to declare a “winner” after a few days. That’s how people end up making decisions on junk data.
Step 9: Analyze the Results (Without Fooling Yourself)
Convert.com will show you which version performed better. But remember:
- Statistical significance matters. If the tool says you don’t have enough data, listen to it.
- Uplift percentages can be misleading. A 50% increase sounds great, but if it’s based on 4 conversions, it means nothing.
- Look for practical impact, not just statistical. Does the winning version actually help your business or is it a fluke?
Pro tip: If there’s no clear winner, that’s still useful info. Move on and test something else.
Step 10: Ship the Winner (or Try Again)
If your variation wins, roll out the change to everyone. If not, stick with what you had or try a new idea.
Don’t: - Obsess over “perfect” results. There’s always some randomness. - Keep running the same test forever. At some point, call it and move on.
What actually works: Testing big, meaningful changes and iterating. Small tweaks usually don’t move the needle unless you have massive traffic.
Keep it Simple and Iterate
A/B testing is a tool, not a silver bullet. Start with clear questions, focus on changes that matter, and don’t get distracted by shiny “advanced” features until you’ve nailed the basics. Remember: most progress comes from simple tests, run well, and followed by honest analysis.
Get your first test live, learn what you can, and keep going. Don’t let “optimization” become an excuse for never shipping real improvements.