A/B testing is a term commonly used in web development, online marketing, and other forms of advertising to describe simple randomized experiments with two variants, A and B, which are the control and treatment in the controlled experiment.

As the name implies, two versions (A and B) are compared, which are identical except for one variation that might impact a user’s behavior. Version A might be the currently used version (control), while Version B is modified in some respect (treatment). For instance, on an e-commerce website the purchase funnel is typically a good candidate for A/B testing, as even marginal improvements in drop-off rates can represent a significant gain in sales. Significant improvements can sometimes be seen through testing elements like copy text, layouts, images and colors.

Clix uses advanced A/B testing software that features heat maps and scroll maps to determine where users are and are not engaging on your website.