Image of A/B test of homepage vs landing page

Control Page

Definition:

The control page is the existing web page in an A/B or multivariate test. The control page is essential to provide the benchmark against which the variant (or challenger) page’s performance is compared with.

The example below shows the control and variant pages for an A/B test on a mobile site. The variant has a “Join Now” CTA added to the header and the hamburger button is replaced by “Info”. This resulted in an almost 50% increase in visitors going to the registration page and a 17% increase in registration conversion. Image of control and variant page for Partycasino.com

Resources:

Conversion marketing – Glossary of Conversion Marketing.

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

Optimisation process – 8 steps guaranteed to boost your conversion rate.

Over 300 tools reviewed – Digital Marketing Toolbox.

Digital Marketing and Insight