1. What Is A/B Testing? A/B testing, also known as split testing, is a controlled experimentation method used to compare two versions of a digital experience and determine which performs better against a predefined objective. It is widely used in Conversion Rate Optimisation (CRO), digital marketing, website UX, product development and customer experience optimisation. Version A — Control: The existing or baseline experience. Version B — Variant: The modified experience being tested. Objective: Determine whether the change improves a measurable outcome, such as purchases, subscriptions, registrations or engagement. For example, a subscription website might test two CTA labels, “Subscribe Now” and “Explore Plans,” to determine which generates more plan selections. The fundamental principle is to make decisions based on measured user behaviour rather than assumptions or opinions. 2. Types of Experimentation A/B testing: Compares two versions of an experience, typically focusing on one ma...