A method of comparing two versions of a webpage or app against each other to determine which one performs better.
A/B testing (also known as split testing) involves showing two variants of the same web page to different segments of website visitors at the same time and comparing which variant drives more conversions.
Current Version
New Version
Use analytics to identify pages with high drop-off rates or low conversion. Find the problem areas.
Make a prediction. "If we change the CTA color to blue, more users will click it because it stands out more."
Design the 'B' version. Keep changes focused. If you change too many things at once, you won't know what caused the difference.
Split your traffic randomly. Ensure statistical significance by running it long enough to get a reliable sample size.
Did the variation outperform the control? If yes, implement it. If no, learn from it and iterate.