A/B testing, often referred to as split testing, is a method of comparing two versions of a webpage or app to determine which one performs better. But the burning question for many businesses and marketers is, when does A/B testing actually make sense? And once you decide to delve into it, how do you kickstart the process? This article aims to unravel the mysteries surrounding these questions.

When Does A/B Testing Make Sense?

1. High Traffic Websites: For statistically significant results, your site should have a good amount of traffic. If only 10 people visit your site daily, even if all of them prefer one version over the other, it's hardly conclusive.
2. Conversion Goals: If you have clear conversion goals – like newsletter sign-ups, product purchases, or contact form submissions – A/B testing can provide tangible results.
3. Major Redesigns: Before rolling out a completely revamped website, it's wise to A/B test to ensure that the changes will positively impact user experience and conversions.
4. Decision Deadlocks: When stakeholders can't decide between two design or content choices, A/B testing can be a neutral judge.
5. Drop in Key Metrics: If you notice an unexplained dip in key performance indicators (KPIs), A/B testing can be instrumental in identifying and rectifying issues.

Identifying What to A/B Test:

1. Start with Data: Use tools like Google Analytics to identify pages with high bounce rates or low conversion rates. These are prime candidates for A/B testing.
2. User Feedback: Listen to your users. Tools like feedback forms, surveys, or user testing can reveal elements that might be confusing or off-putting.
3. Look at Your Funnel: If there's a stage in your sales or conversion funnel where users drop off, focus your A/B testing efforts there.
4. High-Value Pages: Pages that drive the most revenue or conversions (like landing pages, checkout pages, or sign-up pages) should be prioritized.
5. Content and Copy: Experiment with headlines, product descriptions, or call-to-action (CTA) phrases. The words you use can significantly influence user actions.
6. Page Layout: The arrangement of elements, the navigation menu, or the overall structure can be A/B tested to find the most user-friendly version.

Steps to Start A/B Testing:

1. Define a Clear Goal: Whether it's increasing sales, sign-ups, or any other action, have a clear goal in mind.
2. Choose a Testing Tool: Platforms like Convert can help facilitate your tests.
3. Develop a Hypothesis: Based on your data and observations, hypothesize why you think one version will perform better than the other.
4. Create Variants: Develop the different versions of your webpage or app that you want to test against each other.
5. Run the Test: Implement the A/B test using your chosen tool.
6. Analyze Results: Once you've collected enough data, analyze the results to see which version achieved the desired outcome.
7. Implement Changes: If there's a clear winner, implement the changes on your website.

In conclusion, A/B testing is a powerful tool, but like all tools, its efficacy depends on when and how it's used. Before jumping in, ensure that you have a genuine need, and once you do, start with a strategic, data-backed approach. Remember, the goal is not just to change but to optimize. Happy testing!