URL Test vs A/B Test
How changes are made
Content is changed dynamically on the original page
Visitors are distributed to a separate URL for each variation
Best suited changes
Individual elements such as buttons, copy, images, and colors
Overall structure such as design, layout, and page composition
How to prepare
Implement the change logic on the original page
Build and host the modified pages separately
Where to use
Web and app
Web pages
A/B Test
Shows different content to each visitor on the original page.
The server or the client randomly exposes button label Option A or Option B.
Use it to validate hypotheses like these.
Will changing the button copy increase the conversion rate?
Will changing the product image increase clicks?
Does the color or order of a specific section affect performance?
URL Test
Creates a separate URL for each variation and randomly distributes visitors between them. It is also called a redirect test or a split test.
Because the modified pages are operated separately, you do not need to implement change code for each element of the original page. You can start the experiment by adding the prepared URLs and the integration code to <head>.
It is a good fit for situations like these.
When you have completely redesigned the design concept of a landing page
When you have significantly changed the page layout or its components
When you want to compare separate pages built with a web builder
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