While A/B Testing aims to optimise user experiences, ensuring these tests don't inadvertently harm your SEO efforts is imperative. Implementing proper canonical tags helps search engines understand that variations are part of a test, not duplicate content. Additionally, avoiding techniques like cloaking, where search engine bots and users see different content, maintains SEO integrity. When testing mobile experiences, it's crucial to account for mobile-specific dynamics, such as screen size, touch interface, and varying bandwidths. However, the core principle — enhancing the user journey based on empirical data — remains consistent across desktop and mobile platforms.