Will A/B testing save you money or make you money?

At IDEATECH, we often encounter the question: "Why should we invest in testing when we have already designed our website according to the best standards?" The answer is simple – your intuition is not your customer. A/B testing is a tool that turns guesswork into data and feelings into conversions.

Why (not) test: When to get started and when to wait?

A/B testing is not a universal solution for every project. It has clear benefits, but also limitations, which we as developers must transparently acknowledge.

✅ Why test?

• Data-driven decision making: The era of "we like it this way" is over. Testing will show you what people who are going to spend money with you like.
• Increasing ROI without increasing your advertising budget: Instead of pouring more money into PPC, you'll get more out of the traffic you already have.
• Understanding purchasing behaviour: You will find out whether your customers respond more to emotions or technical parameters.
• Minimising risk: Before implementing a major change across the entire website, you can test it on a small sample of users.

❌ When not to test?

• Low traffic: If 10 people visit your website every day, the results will not be statistically significant. In this case, it is better to rely on user testing or an expert audit.
• Testing minor details without a strategy: Testing the colour of a button (green vs. blue) makes sense for giants like Amazon, but for ordinary websites, text, offerings and overall layout (UX) are more important.
• Time pressure: A quality test requires time to collect data. If you need results "yesterday," A/B testing will not help you.

Case Study: Landing page optimisation for Efektivní dům s.r.o.

For our client Efektivní dům s.r.o., which specialises in photovoltaics and energy solutions, we addressed a fundamental challenge: How to effectively convert visitors to the muj-ed.cz website into real enquiries?

Strategy of different landing pages

Photovoltaics is a complex product, and customers approach it from different angles. That is why we decided not to test just one version of the page, but created specific landing pages (LP) according to the source of traffic:

• 1. "Social networks" variant (Facebook/Instagram):
  • Concept: Focused on emotions, quick savings and home design solutions.
  • Content: Less text, striking visuals of family well-being, simple contact form with the promise of a quick calculation.
• 2. "Search and Direct" variant (Google/Seznam):
  • Concept: Focused on technical expertise and credibility.
  • Content: Detailed panel parameters, information about NZÚ subsidies, customer reviews and company certification.

What did we test?

We conducted partial A/B tests focused on the conversion form on these websites. We tested whether users preferred to fill out:

• A: A long form with technical details about the roof (higher lead quality, but fewer conversions).
• B: A short step-by-step form (more conversions, slightly lower lead quality).
• Result: For traffic from social networks, the short interactive form won by 34% in the number of requests submitted. On the other hand, for direct traffic, the page with detailed references performed better, generating fewer leads but with a much higher success rate in subsequent sales.

What can we take away from this?

A/B testing is not about finding "one right version" of a website. It is about understanding that each user segment needs a different approach.

Key lessons:

• Context is king: A page that works for a customer from Google is likely to fail with a user from TikTok.
• Measure what matters: Don't worry about clicks, worry about submitted forms and actual orders.
• A never-ending process: The market and people's behaviour are changing. What worked last year may be outdated today.

Did you enjoy this glimpse behind the scenes of our work? We would be happy to take a look at your project and propose a strategy that will increase your performance.