Creating a great website is an iterative process. Once a website is "in the wild" being used by real people, new insights are gained and goals shift. A/B testing is a great way to continuously optimize your site's ability to generate revenue.
Through A/B testing, we can measure the effectiveness of design variations to ensure the next iteration is better than the last.
An experiment may be as simple as swapping out an image or as complex as testing entirely different page layouts. It's best to focus efforts on key pages in your user journeys that have a clear goal we can measure against: