Selecting elements for A/B testing is a strategic process. Potential elements are identified based on their impact on user experience and conversion. We rely heavily on data, analysing underperforming pages, user engagement metrics, and direct feedback. As we delve into the digital journey, we identify bottlenecks or stages where users may drop off or feel friction. While traditional A/B testing assesses two versions, multivariate testing allows us to study several elements simultaneously, gauging the performance of different combinations and configurations.