On the surface, A/B testing your website or app looks incredibly simple. All you do is send half your users to Variation A, half to Variation B, and see which one drives more conversions.
But if you don’t have defined reasoning behind each test you’re running, hypotheses about the results, and concrete success metrics, you’ll get inconsistent results that don’t tell you anything actionable. A/B testing becomes truly powerful when you go into it with a clear vision....