2
min. read
Published on
Jul 25, 2025
A/B testing is a method used in eCommerce to compare two versions of a webpage, product listing, email, or user experience — such as Variant A vs. Variant B — to determine which performs better based on a specific metric like conversion rate, click-through rate, or average order value. By isolating a single variable and testing it across random user segments, merchants can make data-driven decisions that improve customer engagement and increase sales.
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