DIGITAL SOP 060: How to Structure, Run, and Analyze an A/B Test on your Website

Last Updated / Reviewed: 02/06/2024

Execution Time: 30min-2h

Goal: To properly structure and implement an A/B testing culture across your business;

Ideal Outcome: You’ve flawlessly planned, executed and analyzed an A/B test on your website and are able to determine whether a variant should be implemented definitively on your website or not, based on actual data.

Prerequisites or requirements:

• You need to have Google Optimize setup on your website.
• SOP059 (web version).
• You should have Google Analytics’ conversion goals setup on your website.
•  SOP 021 (web version).

Why this is important: Without a proper A/B testing process in place you are not able to confidently make business or UI/UX decisions.

Where this is done: In Google Optimize;

When this is done: Every time you want to test a new hypothesis on your website;

Who does this: The person responsible for Conversion Rate Optimization;