Learn to conduct A/B testing

Tips and Advice
26. 05. 2026
Jan Adámek

Your website or e-shop is functioning, but you would like to get more out of it. You somehow feel that there is a problem somewhere and want to find out how it could work better. How to make sure that any changes do not disrupt the current performance? The solution is simple – test!

To begin with, a few sentences for those who have not yet encountered the term AB testing. Its purpose is to compare several variants and select the one that yields the best results. Imagine, for example, what a form on your website looks like. Will your sales figures increase or decrease if you change the color of the submit button? 


The button color can also increase conversions

The easiest form of AB testing is to adjust the button color in the testing tool. The tool itself ensures that, for example, every even-numbered visitor sees the button in the original color, while odd-numbered visitors see it in the new color. The tool then collects data on visitor behavior, and after a few weeks, you have everything black and white. You can clearly see how the number of submitted forms differs between the two variants. Now you can confidently decide whether changing the button color will yield positive results.

For AB testing, we have found that using the free tool Google Optimize works best.

For Google Optimize, you will need the web browser Google Chrome – you cannot set up the test in any other browser. This article is therefore not for opponents of the web browser from Google.

Set up Google Optimize step by step

To register for Google Optimize:

  • Click on the Create Account button
  • Enter the account name (company)
  • Add the container name (website)
  • Click on Create

You are now in the experiment creation interface. Before you start testing, you need to complete one more step. 


Implement Google Optimize on your website

  • In the top right corner, click on Settings. The container settings will be displayed.
  • By clicking the Connect to Analytics button, you will link Google Optimize and Google Analytics using the wizard. 
  • Next is the script that needs to be implemented – either in the header of the website on all pages or in Google Tag Manager. Send the script to your web administrator, and they will take care of it.

Do you want to save yourself some work?  Write to us  and we will set up the AB test for you.

The time for the first test has come

  • Click the Let's go button
  • Fill in the test name
  • Select the option to create an AB test
  • Continue by clicking Create

And it's done! You now have the option to create individual test variants in Google Chrome. You can design them in a simple graphic editor without needing to know how to program. 

Don't go overboard right at the beginning and choose the number of variants based on the traffic your website has. You can also continue testing the winning variant with new options. If you focus on quantity from the start, the test results may be inconclusive. 


Don't forget to define your goals

You have correctly set up the AB test variants, and now you just need to define the test goals. Will it be form submission, scroll, or the number of pages viewed? You can set multiple goals as well. 

TIP: Keep in mind that it is not advisable to set a low-traffic goal. For example, if you have four orders per month, you would need to test for too long to achieve results.

If you find the guide too complicated and would like assistance with A/B testing and evaluating tests,   contact us.