The scope of A/B Testing extends far beyond websites. Whether fine-tuning an app's user interface, optimising email marketing campaigns, or honing digital ad creatives, A/B Testing offers insights that drive performance improvements. Within the broader Conversion Rate Optimisation (CRO) framework, A/B Testing is a cornerstone technique. CRO is all about maximising the effectiveness of digital assets, and A/B Testing provides a systematic way to achieve this by aligning assets with user preferences and behaviours.