A/B testing is important because it helps companies make evidence-based decisions about how to design and structure their website. Making decisions based only on intuitions or the most popular idea can lead to bad design choices, and ultimately cost your website in terms of organic traffic or other key performance indicators (KPIs). A/B testing can also help engineering and development teams test out new feature ideas before devoting resources to producing the new feature. This way, teams can get a preview of how the new feature will be received and work out any kinks before creating the new feature.