What Is A/B Testing (And Why It’s One of the Smartest Moves You Can Make)
Most people try to improve their marketing by guessing.
They tweak headlines.
They rewrite emails.
They redesign pages.
And then they hope it works. (me for a lot longer than I'd ever admit!)
A/B testing replaces hope with evidence.
So…what is A/B testing?
A/B testing is simply a way to compare two versions of the same thing to see which one performs better.
Version A = the original
Version B = one intentional change
You show each version to a portion of your audience and measure what happens. (today's software
makes this drop-dead easy)
Whichever version gets better results wins.
What can you A/B test?
Almost anything your audience interacts with, including:
- Email subject
lines
- Headlines on a landing page
- Call-to-action buttons
- Offer positioning
- Lead magnet titles
Here's a real-world example using my free report:
Suppose I wanted to test my free report offer: 7 Website Leaks Costing You Sales (Easy Fixes)
Instead of assuming one headline is “better,” you test it.
Version A headline:
Website Leaks Costing You Sales
Version B headline:
7 Website Leaks Costing You Sales (Easy Fixes)
Everything else stays exactly the same - the page, the form, the traffic source.
After running the test, you discover:
Version B gets significantly more opt-ins
Why?
Because the number “7” makes the problem feel specific and contained, and “Easy Fixes” lowers resistance.
That insight doesn't come from a marketing blog.
It comes directly from your audience’s behavior.
Why A/B testing beats “best practices”
Here’s the mistake most businesses make:
They follow advice like:
“Shorter headlines always convert better”
“People don’t read long copy”
“Simple offers outperform detailed ones”
Sometimes that’s true.
Sometimes it’s not.
See the problem?
A/B testing matters because your audience is unique.
What converts for someone else’s list may fall flat with yours. Testing removes opinion from the equation.
The biggest A/B testing mistake to avoid
Changing too much at once.
If you
change:
The headline...
The button...
The image...
And, the offer...
…and conversions go up, you won’t know why.
Strong A/B testing focuses on one change at a time:
One headline
One subject line
One CTA
That’s how you get clean, usable insights.
The Real Power of A/B
testing
A/B testing isn’t about obsessing over tiny percentage gains.
It IS about:
✔ Understanding how your
audience thinks
✔ Learning which words trigger action
✔ Making confident decisions instead of second-guessing
Over time, those insights compound into stronger messaging, higher conversions, and more
predictable results.
Marketing can often feel unpredictable. A/B testing brings clarity.
Instead of asking...“Do you think this will work?”
You get to ask...“What did my audience respond to?”
And THAT'S how smart marketing decisions are made.
WANT A FAST START TO 2026?
Book a 60-minute consultation with me.
I GUARANTEE our hour together will be profitable time or you'll get you money back.
Here's how it works:
Step 1: Email me and put "consultation" in the subject line.
Step 2: Tell me in the email what you want help with. (website or emails not producing sales etc.)
Step 3: Once I understand that, I may ask you to send me a couple of examples or your website URL. I will also send you a payment request.
Step 4: We book our call at a mutually convenient time. I can send you a Zoom invite or we can talk on the phone.
Step 5: YOU decide whether or not our time together was well-spent. If you don't feel you got a TON of value, I will gladly refund your USD$250. (in 20 years, I've only refunded 2 clients. One who agreed he tied my hands behind my back and that his project was doomed from the start. The other? Someone who was so difficult to work with, I made the decision to give him his money back!)
If you're having issues holding you back, this is a quick way to solve the problem and get unstuck! Small hinges can open BIG doors!
