How to Create Google A/B Testing

A/B testing, otherwise known as split testing, is the process of conducting an experiment to determine whether a hypothesis is true or not. It involves running the same experiment twice but with different variables. An example of this might be two versions of the same website but with a small change, such as a call to action button versus an in-text link, to see which drives the most traffic.

By the end of this tutorial, you will know how to create a Google A/B test using Google Optimize, including creating a hypothesis and an experiment with variables.

professional certificate

Google IT Support

Get on the fast track to a career in IT. In this certificate program, you’ll learn in-demand skills, and get AI training from Google experts. Learn at your own pace, no degree or experience required.

4.8

(184,271 ratings)

1,774,223 already enrolled

Beginner level

Learn More

Average time: 6 month(s)

Learn at your own pace

Skills you'll build:

Network Security, Wireless Security, Cryptography, Cybersecurity, Backup, Lightweight Directory Access Protocol (LDAP), Directory Service, Critical Thinking, Network Model, Ipv4, Computer Architecture, Domain Name System (DNS), Troubleshooting, Human Computer Interaction, Accounting, Computer Networking, Cloud Computing, Network Architecture, Linux, Binary Code, Communication, Customer Support, Command-Line Interface, Linux File Systems, Powershell

Steps for creating Google A/B testing with Google Optimize

You'll follow a series of steps to create a Google A/B test. Here is a summary:

1. Create a hypothesis.

2. Go to your Google Optimize account.

3. Create an experience.

4. Name your experience. 

5. Enter the URL you’d like to test.

6. Click A/B Test > Create.

Let’s take a look at each step in more detail.

1. Create a hypothesis

Before beginning your A/B test, you need to develop a hypothesis you want to prove. To do this, you must first consider the problem you are trying to solve and how you will go about it by looking at different variables. An example is changing the social sharing button from Instagram to Facebook. The hypothesis might be, “Changing the social sharing button from Instagram to Facebook will generate more articles shared.”

2. Go to your Google Optimize account

When you have a hypothesis to work on, log into your Google Optimize account, click on Main menu > Accounts, and choose your container.

3. Create an experience.

Click Create experience. If this is your first experience, click the Let's Go button to get started.

4. Name your experience.

Give your experience a name so it is easy to find and refer back to. You can call it anything you like, up to 255 characters. 

5. Enter the URL you’d like to test.

Enter the URL of the page you are looking to test. 

6. Click A/B Test > Create.

Click A/B Test, and then if the details are correct, press Create. Following this, you can spend time analyzing your results.

How to analyze results

Once you have run your tests, you will want to analyze your results. You can do this using Google Analytics reports, which provide detailed data on your experiments, or Google Optimize reports, which detail all the tests, including dates and results. 

Best practices for A/B testing

You’ll find some common mistakes that you can make sure you avoid by following some rules of best practice when it comes to A/B testing:

• Make sure your target sample is a good size

• Keep it simple. Test a small number of things at a time

• Make sure you base your hypothesis on research and that it’s worth proving

• If your test fails the first time. Try again

• Don’t disregard results if they don’t match your predictions

Learn more with Coursera.

Consider taking the Google Digital Marketing and E-Commerce Professional Certificate on Coursera to learn more about additional e-commerce topics and optimize your online store. The course can help you prepare for a digital marketing position in six months or less and help you gain skills in topics like display advertising, email marketing, SEO, and more. 

professional certificate

Google Digital Marketing & E-commerce

Get on the fast track to a career in digital marketing. In this certificate program, you’ll learn in-demand skills, and get AI training from Google experts. Learn at your own pace, no degree or experience required.

4.8

(32,648 ratings)

945,130 already enrolled

Beginner level

Learn More

Average time: 6 month(s)

Learn at your own pace

Skills you'll build:

Marketing, Email Marketing, Data Analysis, display advertising, Writing, Search Engine Optimization (SEO), Web Development, E-Commerce, Advertising, Strategy, Communication, Social Media, Sales, E-commerce store optimization, Job preparedness, Portfolio preparation, Building customer loyalty, Customer Relationship Management (CRM), Customer Engagement, Social Listening, Social Media Analytics, Social Media Branding, Social Media Bidding, Customer Awareness, Search Engine Marketing, Google, Website Structure, Email marketing analytics, Email Writing, Email marketing strategy, Contact management, Email list segmentation, E-commerce platforms, Fulfillment and delivery, Seasonality, E-Commerce Strategy, Marketing Analytics, Customer loyalty, Customer Outreach, Media planning and strategies, Presenting to stakeholders, Spreadsheet management, Digital marketing KPIs