A/B testing
A/B testing compares two versions of a page, or one part of it, by splitting visitors between them and measuring which version gets more of the action you care about.
Area
Websites and conversion
What it means in practice
Visitors are split at random between version A, usually the current page, and version B, the change. Both run at the same time, so seasonality and campaigns affect both equally. Once enough people have seen each version, you compare them on one metric you picked in advance, such as demo requests or sign-ups.
Start with a hypothesis. For example: “If we put customer proof next to the pricing table, more visitors will start a trial, because trust is the main objection.” Change one thing per test so the result means something. You can test several changes at once (multivariate testing), but that needs far more traffic.
The classic mistake is stopping early. A result after three days on a small sample often flips. Set the sample size and duration before you start, and stick to them.
Framer and Webflow sites can both run A/B tests. Framer’s built-in testing comes with its Convert add-on on Pro and Enterprise plans, Webflow sells an Optimize add-on, and third-party testing tools work on both.
Why it matters for B2B and AI teams
B2B sites often have modest traffic and long sales cycles, so testing is harder than it sounds. A site with a few hundred visitors a month can need months to reach a reliable result on a demo-request test.
That changes what’s worth testing. Test changes big enough to move the number, like a new headline, page structure or offer. Settle smaller questions with research and conversations with buyers. On high-traffic pages like the homepage, pricing and paid landing pages, a well-run test can end a debate that opinions can’t.
How we approach it
We build in Framer and Webflow. If testing is part of your plan, tell us before the build. We can then set up the sections you want to compare so they’re easy to swap.
FAQ
Until it reaches the sample size you calculated before starting, and for at least one full business cycle. That’s often one to two weeks, so weekday and weekend behavior evens out.
The pages with the most traffic and the most influence on revenue. Pick a change big enough to show a clear difference, such as the headline or the main offer.
Reliable results are hard to get. Lean on interviews and session recordings, and save testing for the biggest changes.
Keep exploring
Related terms
Conversion rate optimization (CRO)
Conversion rate optimization (CRO) is the work of increasing the share of visitors who take the action you want, such as booking a call, signing up or buying.
Landing page
A landing page is a web page built for one audience and one action, usually the destination of a campaign, ad, email or launch.
Call to action (CTA)
A call to action (CTA) is the prompt that asks a visitor to take one specific next step, such as booking a call, starting a trial or requesting a demo.
Framer
Framer is a visual website builder that lets teams design, build, host and publish production websites from a canvas that works much like a design tool.
Webflow
Webflow is a visual web development platform for designing, building, hosting and managing websites, with styling that stays close to how HTML and CSS work.
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Book a call and walk us through what’s changing. We’ll suggest the scope that fits, or tell you if you don’t need us yet.