To conduct A/B tests effectively, it is important to define clear goals and carefully select variations to test. For example, if the aim is to increase newsletter sign-ups, different variations of sign-up forms can be created and tested in an A/B test. Visitors are then divided into control and test groups to collect and analyze data, comparing the performance of the variations using relevant metrics such as clicks, conversion rates, or time spent. Based on the results, the preferred variation can be implemented long-term.