Enter the number of conversions with design A and the number of conversions with design B to calculate the A/B test ratio.

A/B Test Formula

The following formula is used to calculate the percentage change between two designs A and B.

A/B = (B-A) / A *100
  • Where A/B is the percentage change from A to B.
  • A is the number of conversions from design A
  • B is the number of conversions from design B

What is an A/B Test?

A/B testing is a method used to compare two versions of a webpage or application to determine which one performs better regarding a desired outcome.

It involves creating two variations, A and B, and randomly presenting each version to different users. By analyzing user behavior and gathering data on metrics such as click-through rates or conversion rates, one can identify which version yields better results.

A/B testing is crucial for businesses and organizations as it allows them to make data-driven decisions rather than relying on assumptions or guesswork.

It provides a scientific approach to optimizing websites, apps, or marketing campaigns. Instead of making changes based on subjective opinions, A/B testing allows for objective evaluation of different design elements, content variations, or user experiences.

This testing method is valuable because it helps identify the most effective strategies for increasing user engagement, conversions, or other desired outcomes.

By comparing two versions in a controlled environment, it becomes possible to understand the impact of specific changes. \

For example, a company can test different headlines, call-to-action buttons, or pricing models to determine which option better resonates with its target audience.

A/B testing reduces the risk associated with major redesigns or updates. Instead of making significant investments based on assumptions, companies can test changes on a smaller scale before implementing them universally. This mitigates potential losses and ensures that decisions are grounded in evidence.

A/B Test Example

How to calculate A/B test results?

  1. First, determine the results of design A.

    Measure the total conversions or results from the first design.

  2. Next, determine the results of design B.

    Measure the total conversions of design B under the same conditions as design A.

  3. Finally, calculate the change.

    Calculate the change from A to B using the equation above. A negative value will indicate a negative change in conversion.


What is an A/B test?

An A/B test is a measure of the change in performance between two different designs or situations, often dictated as A and B.

a/b test calculator
a/b test formula