1. Define the goal of the test

Before running an A/B test, decide which metric you want to improve:

  • conversion to application,

  • conversion to order,

  • number of payments, and so on.

Example: The goal is to increase the number of course purchases after watching a free introductory lesson.

2. Formulate a hypothesis

Define what change may lead to an improvement in the chosen metric.

Example hypothesis: The headline “Watch a free lesson and get a bonus — checklist” will result in more purchases than the headline “Free lesson to get to know the course.”

3. Decide what exactly you are testing

Change only one element at a time (headline, image, button, etc.) so you can clearly identify what influenced the result.

In this test: the headline of the free lesson page.

4. Prepare the variants

Create two (or more) options:

  • Variant A: “Watch a free lesson and get a bonus — checklist”
  • Variant B: “Free lesson to get to know the course”

5. Split the audience

Randomly segment subscribers:

  • 50% see Variant A,

  • 50% see Variant B.

6. Define the metrics

Decide which indicators you will use to evaluate the result:

  • lesson views,
  • clicks to the payment page,
  • number of payments.

7. Set the test duration

Don’t end the test too early.

  • Minimum: 7–10 days,

  • or until statistical significance is reached (sufficient number of impressions and actions).

8. Analyze the results

Use BotHelp analytics and your CRM to compare performance across the variants.

9. Choose the winner

Implement the best-performing option into your main funnel and use it going forward.


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