A/B testing compares two versions of a webpage to see which performs better. Version A (control) goes head-to-head with Version B (variation), and real user behavior decides the winner. For web teams, this means testing headlines, layouts, CTAs, or entire page designs.
The review cycle behind every test
Before you can run an A/B test, someone has to build the variation. That means:
- Design proposes a change
- Dev implements it on a staging URL
- Stakeholders review and leave feedback
- Fixes get made, reviewed again
- Variation goes live for testing
Steps 3 and 4 are where most teams lose time—feedback scattered across tools, unclear what "move this up" actually means, endless back-and-forth.
What to test on websites
- Headlines and copy: Does "Start free" beat "Get started"?
- CTA placement and color: Above the fold vs. below? Orange vs. blue?
- Page layout: Single column vs. two column? Image left or right?
- Form length: Fewer fields vs. more qualification?
- Social proof: Testimonials vs. logos vs. stats?
Faster iteration with visual feedback
The faster you can review and approve variations, the faster you can test them. Visual annotation tools let reviewers comment directly on the staging version—no screenshots, no guessing which element they mean.
Huddlekit helps teams review A/B test variations by pinning feedback to specific elements, comparing layouts across breakpoints, and tracking what's been addressed. Less review friction means more tests shipped.
