A/B Testing and How It Transforms the Customer Experience
Posted on October 08, 2025 by Artin Hovsepian, One of Thousands of Business Coaches on Noomii.
when I began my journey in business coaching, one of the biggest challenges I saw was this: How can we truly know which marketing decision works best?
Introduction: Big decisions are born from small comparisons
Years ago, when I began my journey in business coaching, one of the biggest challenges I saw was this:
How can we truly know which marketing decision works best?
Many business owners made choices based on assumptions — but the data often told a different story.
That’s when I realized that A/B Testing is not just a digital tool; it’s a mindset for smarter, data-driven growth.
What is A/B Testing?
In simple terms, A/B Testing is the process of comparing two versions of something (for example, two email subjects, two landing pages, or two ads) to see which one performs better.
Version A and Version B are shown to different groups of users, and real metrics — like click rate, conversion, or engagement time — reveal what truly works.
Why it’s vital for Customer Experience
Customer experience is no longer just about good service — it’s about continuous optimization.
Through A/B Testing, you can discover:
Which message builds more trust?
Which button color drives more clicks?
Which layout keeps users more engaged?
Every test helps you fine-tune the emotional journey your customer takes with your brand.
My personal experience in business coaching
In one of my coaching projects with a vegan bakery brand, we had a low conversion rate.
Instead of redesigning everything, we decided to test only the homepage headline.
Version A:
“Healthy sweets for your vegan lifestyle.”
Version B:
“Guilt-free sweets you’ll love.”
The result? Version B generated 2.7x more sales conversions.
That small experiment shifted the entire team’s mindset toward data-driven decision-making
How to run your own A/B Test
Define a clear hypothesis (e.g., “A better headline increases clicks”)
Change only one variable
Split your audience randomly
Measure results using tools like Google Optimize, Convert, or VWO
Document your learnings and apply the winning version
Practical Exercise for Your Business
This week, choose one marketing message — for example, your welcome email or Instagram caption.
Write Version A (logical and data-based) and Version B (emotional and human-based).
Run your test and track engagement.
Notice how insights replace assumptions.
Final Thoughts
A/B Testing is not just a marketing tactic — it’s a scientific approach to human decisions.
As a coach, I’ve learned that true growth comes from measured experience — not just belief.
