VWO Logo
Request Demo

Bucket Testing

What is bucket testing?

Bucket testing, also known as A/B testing or split testing, is a powerful method for optimizing a website and product performance. By comparing two versions of a page or product feature based on a specific set of key metrics like clicks, downloads, or purchases, businesses can determine which version performs better and make data-driven decisions about how to improve user experience and increase conversions.

This is often done by randomly assigning a certain percentage of users to one version (the “A” or “control” group) and the remaining users to the other version (the “B” or “experiment” group). The performance of the two groups is then compared and the version that performs better is considered the “winner” and is implemented for all users. Bucket testing is commonly used to test changes to website design, marketing messages, and app features.

Benefits of bucket testing

Bucket testing offers several benefits for businesses looking to optimize the performance of their website or product. Some of the key benefits include:

Reduced risk

Using bucket testing, companies may test changes on a small sample of consumers before introducing them to the entire user base. This aids businesses in lowering the possibility of negatively influencing user experience, performance, or conversion rates.

Data-driven decision-making

Bucket testing is a data-driven method for optimizing a website and product performance. By comparing the performance of two different versions of a page or product feature, businesses can make informed decisions about which version performs better and should be implemented for all users.

Improved user experience

By bucket-testing different elements of a website or product and measuring the impact on user engagement and satisfaction, businesses can make changes that improve the overall user experience.

Increased conversions

Bucket testing plays a crucial role in conversion rate optimization (CRO). Businesses can adjust a website or product’s features to boost the possibility of conversions by testing various website or product features and evaluating the impact on conversion rates.


Bucket testing is an economical method for optimizing a website and product performance. It does not require a large investment in research and development and can be performed with a small sample of users.

Understanding customer behavior

Bucket testing allows businesses to understand their customer’s behavior and preferences better. By testing different elements of a website or product, companies can gain insights into what their customers like and dislike, and make changes accordingly.

Bucket testing process

Any bucket test starts with a hypothesis, which could be expressed in terms of text and visual changes, or usability improvements. This hypothesis is based on a team’s conclusion that implementing a specific adjustment in a real-world setting can help increase conversion rates. The process of conducting a bucket test can be broken down into several steps:

Establishing the test objective

The first step in a bucket test is defining the test objective. This includes identifying the element of the website or product that you want to test, as well as the metrics that will be used to measure its performance.

Preparing the test versions

Once the test objective has been defined, the next step is to create two versions of the element to be tested: a control version (A) and an experiment version (B). The control version should be the current version of the element, while the experiment version should be the proposed change.

Setting up the test

The test setup comes next after the test versions have been created. This comprises choosing the user sample that will be engaged in the test and developing the code or scripts that will be used to allocate users at random to the control or experiment group.

Running the test

It’s time to begin the test after it has been set up. The users who have been randomly assigned to the control or experiment group are shown the test versions during this phase. The two groups’ performance is then evaluated and compared.

Assessing the results

On completion of the test, the results should be analyzed to understand why one version outperformed the other. This can help in guiding future tests and optimization efforts.

Implementing the successful version

The more effective variation, usually known as the winning variation, is updated and made available to all users.

Bucket testing should be carried out more than once to guarantee that the outcomes are reliable and statistically significant. Additionally, it’s always wise to constantly try various components and modifications to find the perfect version for your website or product.

Elements to test

The specific elements that you choose to test will depend on your goals and objectives. Below are a few examples of the many different aspects of a website or product that can be tested using bucket testing

  1. Headlines and copy
  2. Images and videos
  3. Layout and design
  4. Call-to-action buttons
  5. Navigation
  6. Product features
  7. Pricing and promotions
  8. Form fields

Role of bucket testing in conversion rate optimization (CRO)

Bucket testing is an essential element for improving conversion rates (CRO). CRO is the process of boosting the proportion of website or app visitors who become paying customers. Businesses can make adjustments that enhance the user experience and raise conversion rates by testing various aspects of a website or product and measuring the impact on conversion rates. Bucket testing eliminates the need for subjective judgments about the page’s layout or design. Decision-making may be guided by the quantitative information gathered during this test.