A/B Testing for Small Businesses: How to Improve Website and Ad Performance with Data

Adin Harris
Jul 15
6 min read

A/B testing (sometimes called split testing) is a way to compare two versions of a webpage or ad to see which performs better. For example, you might show Version A of your website to half your visitors, and Version B to the other half, then track which version gets more of the desired action (a sale, enquiry, or click). The version with the higher conversion rate “wins”. In other words, A/B testing uses real data to replace guesswork. By testing headlines, images, buttons or other changes, even small businesses can find what really motivates their visitors.

A/B testing compares two versions (A vs B) of a webpage, showing each to a similar audience and measuring which one gets better results.

Why A/B Testing Matters for Small Businesses

Small business owners often work on tight budgets and can’t afford to throw away visitors. A/B testing helps you make every click count. Instead of guessing what will work, you get hard numbers on real customer behaviour. For instance, you may discover exactly which headline or image leads to more sales. One marketing expert even says A/B testing lets you “peer into the minds” of your visitors to see what converts them into customers. Over time, these insights can translate into noticeably higher revenue from the same amount of traffic.

A/B testing tools (many of which are free or built-in) make this very affordable. For example, Google’s free Analytics Experiments lets you try different page versions without extra cost. Even if you only have a few hundred visitors per week, a small A/B test run over several weeks can guide better marketing choices. However, note that tests need enough data: if your site gets very low traffic, the results may not be reliable. In that case, it might be worth first improving traffic or getting direct feedback from customers before running a formal test.

A/B Testing Examples for Small Businesses

You can A/B test almost any part of your website or ad. Here are some examples of common tests for local businesses and trades:

Headlines and Titles: Try two different page headlines or ad titles. For example, test “Experienced Plumber in Manchester” versus “24/7 Emergency Plumbing Service”. A/B testing experts recommend this kind of test to see which wording grabs more attention clickx.io.
Call-to-Action (CTA) Buttons: Compare different button text or designs, such as “Call Now” vs “Get a Free Quote.” Even button colour can be tested (e.g. red vs green) to see which gets more clicks.
Main Images or Hero Media: Swap out a big image or banner. For instance, try a photo of your team on one version and a picture of your product on the other. One case study (for an ecommerce site) found that a larger product image led to a 36% higher conversion rate, illustrating how image changes can have big impact.
Offers and Promotions: Test different special offers or slogans. You could try “10% off today” on one page versus “Buy 2 get 1 free” on another to see which drives more sales. (The idea is to measure which message most motivates your customers.).
Ads: A/B testing isn’t just for websites. On platforms like Facebook or Google Ads, you can create two ads that are identical except for one element (image, headline, audience segment, etc.) and compare performance. For example, a local café could run two Facebook ads – one with a photo of coffee and another with a photo of pastries – to see which ad gets more clicks or visits.

Over time, running these kinds of tests helps you discover exactly what your customers prefer. You might learn, for example, that your audience responds much better to one style of headline, or that a certain image resonates more than others. The key is to change one thing at a time (see Pro Tip below).

Pro Tip: Only test one change per experiment. For instance, don’t change both button text and colour in the same test. If you do that, you won’t know which change made the difference. Focus on a single element (e.g. headline text, or button colour) so the winner is clear.

A/B Testing Tools for Small Businesses

Many tools make A/B testing easy and affordable:

Google Analytics / Optimize: Google provides free solutions. Its old free tool Google Optimize was popular for running website tests. (Note: Google Optimize was shut down in Sept 2023.) Today, you can use experiments built into Google Analytics 4 for A/B tests. Google Analytics also offered a free “Experiments” feature to run simple A/B tests on pages. These tools integrate with your site and show which version performs better.
Meta (Facebook) Ads Manager: The Facebook (Meta) advertising platform includes a built-in split-test feature. You can test different ad images, copy or audience segments and compare results. For example, create two nearly identical Facebook ads but with different images, and Meta will report which ad had higher click-through or conversion. This helps you optimise your ad spend on what works best for your audience.
Website & Email Platforms: Many website builders and email services include A/B testing. For instance, Wix and other site platforms often let you A/B test landing pages. Email marketing tools like Mailchimp allow A/B testing of subject lines or email content. These can be handy if you use those platforms.
Dedicated A/B Testing Services: There are specialised platforms like Optimizely or VWO that make testing very user-friendly (often with visual editors). These are usually paid services, but some have free trials. Other tools like Crazy Egg or Hotjar focus on understanding user behaviour, and they offer some A/B testing or A/B-like features (heatmaps, click tracking) to complement tests.

Choosing a tool depends on your budget and tech skills. Many small businesses start with the free tools (Google Analytics, email platform tests, or Facebook’s tools) before investing in paid services.

Getting Started with A/B Testing

Here’s a simple step-by-step process to run your first A/B test:

Set a clear goal: Decide what you want to improve (e.g. more newsletter sign-ups, more calls, higher sales).
Pick one thing to test: Choose a single element to change, like a headline, an image, or a butto. For example, you might test a new headline that mentions a local area or a sale.
Create two versions: Version A (control) is your current page or ad. Version B is the same but with your one change. For instance, change the button from “Contact Us” to “Get a Quote”.
Run the test: Use an A/B testing tool (like Google Analytics Experiments or Meta’s split-test) to show Version A to half your visitors and Version B to the other half. Let it run for enough time (often 2–4 weeks) to gather real results.
Collect data: Monitor how many people completed your goal (clicks, sign-ups, sales) on each version. A/B testing tools will give you metrics for both sides.
Analyze the results: Compare the conversion rate of Version A vs Version B. The version with the higher conversion rate wins.
Implement the winner and repeat: Replace your page or ad with the winning version. Then pick another element to test and go again. Over time, these small improvements add up.

Pro Tip: Make sure your test runs long enough to be meaningful. Ending a test too early can lead to incorrect conclusions. Allow at least a couple of weeks so that enough visitors see both versions.

Pro Tip: Use statistical significance. Many A/B tools will tell you when a result is statistically significant. Don’t jump to conclusions from a small difference – wait until there’s enough data.

Next Steps and Resources

A/B testing is a powerful tool that grows more effective as you keep refining. Start with your most important pages or ads (like your homepage, service page, or top Facebook campaign). Even small businesses can benefit, since improvements compound over time.

For expert help, our Web Design page explains how we create conversion-friendly websites. If you prefer ongoing updates, our Pay Monthly Web Design service may suit you.

Finally, check out our Digital Marketing Resources page for more guides, templates and tips on testing and optimisation. Whether you DIY or get professional support, A/B testing will give you confidence that your website and ads are working as well as they can.

Start experimenting today and watch your small business grow with the power of data-driven design and marketing!