A/B testing is the process of testing an existing website element (element A) against a new proposed variant (element B) to establish if the new element (b) delivers a higher performance than the existing element (a). A variety of technology tools are used to conduct AB testing. An AB testing agency can provide a structured approach to AB testing. This typically starts with a review of your existing website layout, copy and navigation. Based on this analysis, a testing schedule is built and a series of tests are run by the AB testing agency. This helps you identify any underperforming website elements that can be improved on the website.