The first thing that differentiates your A/B testing requirements is client-side or server-side A/B testing. This aspect is often overlooked. Nevertheless, it should be chosen based on your needs.
Client-side: commonly used to optimize conversion rates in marketing or funnel, for example by creating page variations directly on the users’ browser.
Server-side: when you need to test more in depth in relation to the visual changes, such as products (features) or experience for engagement, retention and more.