Digital Marketing Specialist how-to
How to Run an A/B Test
A/B tests replace opinions with evidence.
Quick answer
A/B tests replace opinions with evidence. In short: pick; write; change, then complete the remaining steps below.
Step by step
Pick one goal metric, such as conversion rate.
Write a hypothesis: “Shortening the form will increase sign-ups.”
Change only one element between version A and version B.
Split traffic randomly and evenly.
Run the test long enough to reach a meaningful sample size.
Compare results and check statistical significance.
Implement the winner and document the learning.
Safety reminders for digital marketing specialists
- Follow privacy laws and platform policies for data and targeting
- Get consent where required for email and SMS marketing
- Follow FTC rules on endorsements and truthful advertising
- Protect ad account access with MFA
Key terms
SEO · SEM / PPC · CTR · Conversion rate · CPC · CPA: see the full digital marketing specialist glossary.