What Is A/B Testing and Why It Matters

A/B testing is a simple but powerful way to compare two versions of something on your website to see which one converts better. Instead of guessing what will work, you split your traffic, measure the results, and permanently implement the version that performs best.

In this lesson, you’ll learn the three main types of tests:

• A/B tests for small changes on the same page (like button color)

• Split tests for comparing entirely different page versions

• Multivariate tests for testing multiple elements at once, best used when you have significant traffic

You’ll also understand why A/B testing matters. It helps increase conversions, reduce friction in the user journey, lower bounce rates, and eliminate risky decisions based on assumptions.

Rather than relying on intuition, A/B testing allows you to make decisions based on real user behavior — which becomes critical when your website directly impacts revenue.