As someone making a living in the startup world, one can not have missed the rise of A/B tests, greatly boosted by Eric Ries’ book The Lean Startup. But what is this A/B testing all about? And how do you make sure you get a data-driven approach to product development right for your website or web application?

What is A/B testing?

A/B testing requires to have two different versions of a page, one being your current version, and the other is the version you want to change the page to. Every A/B experiment starts with a little hypothesis. For instance: in order to drive more traffic towards our signup page we need a friendly green button, instead of the blue one we have currently. To research and justify your changes, you route half your visitors to the first page and half to the second. Next, you monitor how many of the visitors perform the desired action (like: sign up for your service) on each page, and you calculate the conversion rate for the old and new page. The page with the highest conversion rate is probably the one you should use.