#ab-testing

#ab-testing

Content and copy play a very big role in conversions, if not the biggest. Merchants often prioritize their sites' aesthetics over copy and content, which is a big mistake.

Our old homepage hero technically showed all the platforms we support - but it felt overly corporate, like a feature list wearing a trench coat. The previous hero featured an animated headline that rotated through Buffer's supported social media platforms. While it did the job, it didn't feel very "Buffer-y." We wanted to make a stronger first impression - something with more liveliness and delight.

"cleaning up"

Here's what actually happened: A Microsoft employee working on Bing proposed a seemingly minor change to how the search engine displayed ad headlines. The idea required minimal effort-just a few days of engineering time-but it was buried among hundreds of other proposals. Program managers deemed it insignificant and let it languish. The breakthrough came when an engineer, recognizing the low development cost, decided to test the idea anyway.

Last year, a study found that cars are steadily getting less colourful. In the US, around 80% of cars are now black, white, gray, or silver, up from 60% in 2004. This trend has been attributed to cost savings and consumer preferences. Whatever the reasons, the result is hard to deny: a big part of daily life isn't as colourful as it used to be.

SMB marketers in the B2B sector say conversion rate optimization (CRO) is their top A/B testing priority in 2025, but a new report found most aren't running A/B tests to improve CRO. The " State of A/B Testing Report " from Unbounce found 56% of SMB marketers in B2B cite CRO as their top testing goal. However, only 32% are running A/B tests on their landing pages.

The grounded theory methodology is suitable for building theory in fields where little is known, making it ideal for investigating AB testing in BPI.