AB testing is an essential part of any continuous improvement plan for an established online business. Its purpose is to allow a website to continue to optimise content for human interaction, to ensure that what you’re showing your potential customers has the greatest potential to convert that potential into reality.
AB testing is a strategy which draws a comparison between two variations of a webpage, hence the name AB testing; testing variation A and variation B. In practice, an ecommerce website would use this technique to get an idea about which Call to Action, which bit of copy, or which button to use. By getting a sample group of users for each version of the webpage, you can get a clear idea about which one gets the most positive reaction.
The great thing about AB testing is that it is something that is always going to be necessary. In our fast changing world, the demands of website users are changing all of the time, and using AB testing and user experience surveys can be extremely beneficial in determining which way the wind is blowing, so to speak.