Example of base line variant of A/B test

Base Line

Definition:

The baseline is the original version of your web page that you are optimising which you use as your benchmark conversion rate to compare against other variants of the page.

In this A/Bn test of the Cheekybingo.com registration form the base line conversion rate was 64.85% (the default). However, the conversion rate for variant 1 was 67.15%. As a result the variant 1 was the winner with an uplift of around 3.5%. This resulted in additional revenues from first-time deposits of around £41,000 per annum.

Example of base line for A/B test

Sources:

Conversion marketing – Glossary of Conversion Marketing.

Over 300 tools reviewed – Digital Marketing Toolbox.

A/B testing tools – Which A/B testing tool should you choose?

 

Digital Marketing and Insight