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Posted by
Tufan Gok
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January 31, 2023
Growth Hack

Expert Tips for A/B Testing Your Display Ads and Boosting Conversion Rates‍


A/B testing, also known as split testing, compares two versions of a webpage, email, or display ad to determine which one performs better. 

It is a crucial tool for conversion rate optimization (CRO) because it allows businesses to make data-driven decisions about improving their website or marketing campaigns.

A/B testing allows businesses to test different elements of their website or marketing campaigns, such as headlines, images, and calls-to-action, and to see which versions perform best. By comparing the results of the two versions, businesses can determine which elements are most effective in driving conversions. It helps them make informed decisions about improving their website or marketing campaigns to increase conversions.

A/B testing also allows businesses to change their website or marketing campaigns incrementally rather than making significant changes. It helps to minimize the risk of making changes that may hurt conversions.

A/B testing also allows businesses to test different hypotheses and validate their assumptions about what drives conversions. It helps companies identify opportunities for improvement.

Now that we know that A/B testing is crucial, how do we choose the right tool? Let's find out!

Choosing the right A/B Testing Tool

Choosing the right A/B testing tool can be a crucial decision for your business, as it will significantly impact the success of your testing and optimization efforts. 

Here are some key factors to consider when choosing an A/B testing tool:

Ease of use: The tool should be easy to use and set up, with a user-friendly interface that allows you to create and run tests quickly and easily.

Customization options: The tool should offer various customization options to suit your specific testing needs, such as the ability to test different elements of your website or marketing campaigns.

Integration options: The tool should integrate easily with your existing website or marketing platforms, such as Google Analytics or your email marketing software.

Reporting and analysis: The tool should provide detailed reports and analytics, including real-time data and data visualization, to help you understand the results of your tests.

Support and resources: The tool should come with various resources, such as documentation and tutorials, to help you get the most out of the tool and achieve your testing goals.

Scalability: The tool should be able to handle a high volume of traffic and data and be able to adapt to the growth of your business.

Cost: The tool should be cost-effective and offer a pricing plan that fits your budget and business needs.

It's also important to remember that some tools are designed explicitly for A/B testing, while others are general optimization tools with A/B testing capabilities. Choosing a specialized A/B testing tool or an available optimization tool that can also handle A/B testing depends on your needs and goals.

Finally, a free trial of the tools you are considering and test them yourself to see if they are easy to use and provide the needed features. is one general optimization tool with A/B testing capabilities you can try for free. It helps you determine which ads are doing well by AB testing and showcasing your most potent performing creatives. This feature is called creative insights, and it's the only platform in the world that gives you advanced insights on every element of your ad creatives, such as colors, labels, messaging, and much more.

Tips on A/B Testing for Display Ads

Once you have finalized the right tool for you, you should learn about the strategies that can help you win. 

So, here are some expert tips to help you get the most out of your A/B testing efforts:

Start with a clear hypothesis: Before you begin your A/B test, you must clearly understand your goal. It will help you design a focused test that will provide meaningful results.

Setting goals and a hypothesis for A/B testing are essential in optimizing your display ads to increase conversions. Here's a step-by-step guide on how to set goals and a theory for A/B testing:

  1. Define your objectives: Start by defining your goals for the A/B test. What do you want to achieve with the test? Are you trying to increase click-through rates, improve conversion rates, or boost engagement?
  2. Identify the problem: Once you have defined your objectives, identify the problem you are trying to solve. For example, if you want to increase click-through rates, you may need to improve the visibility of your ad or make it more compelling.
  3. Establish a metric: Establish a metric that you will use to measure the success of your test. It could be click-through rate, conversion rate, or engagement.
  4. Formulate a hypothesis: Formulate a theory that explains how you think you can solve the problem and achieve your objectives. For example, "By making the ad more visually appealing, we will be able to increase click-through rates by 25%."
  5. Set a goal: Set an achievable target for your test. Be specific and measurable. For example, "We will increase click-through rates by 25% within the next 30 days."
  6. Design the test: With your hypothesis and goal in mind, design the test. Decide which elements of the ad you will be testing and create two versions: the control and the variation.

Once you have set goals and formulated a hypothesis, you can run your A/B test. Be sure to monitor your test results and use the data to make informed decisions about improving your display ads and increasing conversions.

Test one variable at a time: When A/B tests display ads, it's essential to try only one variable simultaneously. It will help you understand each change's impact on your conversion rate.

Testing one variable at a time is vital for A/B testing because it helps ensure that the test results are accurate and meaningful. When you try multiple variables simultaneously, it can be challenging to determine which variable is responsible for any changes in the results.

Testing one variable at a time allows you to isolate the effect of that variable and understand its specific impact on the outcome you are measuring, such as conversion rate, click-through rate, or engagement. It allows you to identify which elements of your ad or website are most effective in driving conversions and make informed decisions about optimizing your display ads.

Additionally, testing multiple variables can increase the test's complexity and make it difficult to interpret the results, leading to inaccurate conclusions and wrong decisions.

Use a large sample size: To get accurate results from your A/B test, you'll need to use a large sample size. The larger the sample size, the more confident you can be in your test results.

Be patient: A/B testing can take time, so patience is essential. Allow your test to run for sufficient time to gather enough data to make meaningful conclusions.

Analyze the results:

  1. Once your A/B test is complete, take the time to analyze the results.
  2. Look at the data and understand why one variation performed better.
  3. Use this information to inform future A/B tests and improve your display ads' performance.


By following these expert tips, you can ensure that your A/B testing efforts are practical and that you can boost the conversion rates of your display ads. Always be patient, keep testing and use the results to optimize and improve your advertising campaigns.

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