A/B Testing

The problem

Without a stated hypothesis, changing a headline or CTA is a guess, and a better-looking version is not proof that it converts better. I defined the hypothesis, the two variants and what would count as a winner before any results were read.

Research & diagnosis

I looked at why headline and CTA changes so often turn into guesses: without a stated hypothesis, a better-looking version proves nothing about conversion.

Strategy

I set the rules before building anything: the hypothesis, the two controlled variants of the same page and the measurement plan that decides the winner, so the result can be reviewed fairly.

The solution

I created a controlled comparison workflow with a defined hypothesis, variants and measurement plan.

What I implemented

1. Defined the hypothesis before building either version.
2. Created version A and version B as controlled variants of the same page.
3. Set the measurement plan that decides the winner.
4. Published the live test so the comparison can be reviewed.

Illustrative targets

These figures are planning targets for this concept or independent project, not measured client results.