A/B testing, at its heart, is a way to compare two versions of something – a webpage, an email, an ad – to see which one performs better. It’s a really straightforward concept, but incredibly powerful for Australian SMEs looking to maximise their return on investment. Instead of guessing what your customers prefer, you let them tell you, based on real data.

Think of it like this: you’re running a promotion for your plumbing services. You’re not sure whether a headline focusing on ‘fast response’ or ‘expert advice’ will attract more leads. With A/B testing, you show half your website visitors the ‘fast response’ headline and the other half the ‘expert advice’ headline. We then measure which version generates more quote requests.

Here are a few key insights to keep in mind:

• Focus on one change at a time: If you change the headline *and* the image, you won’t know which change caused the difference in results. Isolate variables for clear analysis.
• Statistical significance is crucial: Don’t jump to conclusions after just a few clicks. We need enough data to be confident the difference isn’t just random chance. Tools will help you determine this.
• Test frequently, but strategically: Don’t test everything all the time. Prioritise areas with the biggest potential impact – landing pages, call-to-action buttons, email subject lines.
• It’s not just for websites: A/B testing applies to almost any marketing channel. We can test different ad copy on Facebook, different email subject lines, or even different offers.

The beauty of A/B testing is that it’s a continuous improvement process. As customer preferences evolve, so too should your marketing. What works brilliantly today might not be as effective in 2026, so ongoing testing is vital. It’s about making data-driven decisions, rather than relying on gut feeling.

To get started, identify a key area of your marketing you want to improve. Then, formulate a hypothesis – what change do you think will make a difference? Finally, use a dedicated A/B testing tool (many email marketing platforms and website builders have built-in features) to run your test and analyse the results. The outcome? More informed marketing, and a healthier bottom line.