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David Strom

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ITworld: A/B tests: Cut the fluff and spend the pixels on what works

surlatableA/B testing is like many things that can be vexing about the Web: a simple concept can turn into a complex programming project. But while the idea is simple — producing two (or more) different web pages for your site and instrument them to see which one drives more traffic or more sales – getting it to work can be fraught with politics and the actual implementation details.

Why bother? Mainly because there is almost nothing else that you can do that can have such a big effect. Just by changing the text size or button color you can generate a 50% increase in clickthrough rates.

You can read more about A/B tests in this article for ITworld and also view an accompanying slideshow that illustrates how to improve your own Web pages with four interesting examples, such as the one above showing three different versions of the Sur La Table website.


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David Strom is an international authority on network and Internet technologies. He has written extensively on the topic for 20 years for a wide variety of print publications and websites, such as The New York Times, TechTarget.com, PC Week/eWeek, Internet.com, Network World, Infoworld, Computerworld, Small Business Computing, Communications Week, Windows Sources, c|net and news.com, Web Review, Tom's Hardware, EETimes, and many others.