> ## Documentation Index
> Fetch the complete documentation index at: https://docs.mention-me.com/llms.txt
> Use this file to discover all available pages before exploring further.

# Understanding A/B Testing Best Practices

> How to choose what to test, avoid common pitfalls, and proven test ideas with real results.

A/B testing is most powerful as an ongoing habit. On average, running five A/B tests leads to around a 60% boost in campaign conversion and four times more referrals over six months.

## The Disciplines That Matter

* **Test one thing at a time.** Change a single variable, such as imagery, copy or incentive, so you can attribute any change to it. Don't change the reward and the imagery in the same test.
* **Prioritise by impact, ease and volume.** Favour changes that are likely to move results, quick to make, and where you have enough traffic to reach a conclusion.
* **Always be testing.** Treat it as continuous optimisation: when one test concludes, start the next.
* **Give both variants equal exposure.** Promote referral across post-purchase, homepage and email so the test gets enough traffic.

## Common Pitfalls

* Testing too many things at once.
* Stopping a test before it concludes.
* Acting on incomplete results, or cherry-picking the data.

## Which Metric to Use

Decide the winner on **Conversion rate** for higher-volume audiences (it tracks purchasing directly) or **Share rate** for lower-volume audiences (it measures share behaviour and concludes sooner). See [how A/B tests work](/knowledge-v2/referral/campaigns/ab-testing/how-ab-tests-work).

## Proven Test Ideas

Real results from live referral programmes, and good starting points for your own tests:

| Test                                         | Typical result                        |
| -------------------------------------------- | ------------------------------------- |
| Reduce the number of share methods           | +43% share rate                       |
| Remove Facebook / Messenger sharing          | +14% share rate, +18% conversion rate |
| Add WhatsApp sharing on mobile               | +24.5% share rate                     |
| Frame the reward as "Give" rather than "Get" | +12% share rate                       |
| Remove the minimum spend                     | +45% share rate                       |
| Shorten offer validity (3 days versus 7)     | +28% purchase rate                    |
| Product imagery versus lifestyle imagery     | +21% share rate, +5% conversion rate  |
| Percentage off versus money off              | +20% share rate, +100% purchase rate  |

Results vary by brand and audience, so treat these as hypotheses to test rather than guarantees.

## See Also

<CardGroup cols={2}>
  <Card title="Set up an A/B test" icon="flask" href="/knowledge-v2/referral/campaigns/ab-testing/set-up-an-ab-test">
    Set up an A/B test.
  </Card>

  <Card title="Manage an A/B test" icon="sliders" href="/knowledge-v2/referral/campaigns/ab-testing/manage-an-ab-test">
    Manage an A/B test.
  </Card>
</CardGroup>