What is A/B testing?
A/B testing compares two versions of a page, screen or message by showing each to a share of real users and measuring which one performs better. Decisions are based on behavior rather than opinion.
Why it matters for your business
Small, tested changes to headlines, forms or checkout steps can lift sign-ups and sales without a redesign, and every result teaches you more about your customers.
Half of visitors see a one-step quote form and half see the old three-step form; the one-step version gets 30 percent more completed quotes, so it becomes the default.