An A/B test presents multiple versions of a webpage or an app to users to determine which version leads to more positive outcomes. A/B testing is a relatively easy way to improve user engagement, offer more engaging content, reduce bounce rates, and improve conversion rates.
Every time you conduct an A/B test, you learn more about how your customers engage with your site or app. Over time, a comprehensive testing program creates a feedback loop making your content more and more effective and providing a foundation for new, even more insightful tests.