When conducting A/B testing on CTA button colors, what practice should be followed?

When conducting A/B testing on CTA button colors, the recommended practice is to randomly select your test groups. This approach ensures that each participant in the test has an equal chance of being assigned to either group, which helps eliminate biases that might occur due to pre-existing differences among participants. By using random selection, you can obtain a more accurate representation of how the different button colors will perform across your larger audience.

This method increases the reliability of your results, allowing for better statistical significance when measuring the effectiveness of the button colors on user behavior. Randomly selected test groups help establish a fair comparison, ensuring that any observed differences in performance between the test versions can be attributed to the color change rather than differences in the characteristics of the audiences involved.

The other options suggest practices that could compromise the integrity of the A/B test. For instance, testing only once with a small group limits the data's representativeness, which may not yield meaningful insights. Testing different audiences each time can introduce variability that makes it difficult to determine which changes led to any observed effects. Finally, changing multiple variables at once can obscure the results, as it becomes challenging to identify which specific change influenced the audience's behavior. By focusing solely on one variable at a time, you can pinpoint