A/B testing allows marketers to safely test new ideas and take data-driven actions. Depending on your goals, you may track a variety of metrics. Key metrics include: Click-through Rate (CTR), Bounce Rate, Conversion Rate, Scroll Depth, Abandonment Rate, Retention Rate and Average Session Duration. For eCommerce websites, additional metrics such as Average Order Value, Revenue and Customer Satisfaction Rates should be monitored.
By isolating user groups and testing different content, offers, page layouts or design/UX changes, you can better understand how these variations impact your audience. Whether you’re looking to improve underperforming segments or avoid drastic changes that could negatively affect performance, A/B testing provides critical insights.