A/B Testing for Better UX

A/B testing is the process of comparing two versions of a webpage or feature to determine which performs better in terms of user engagement or conversions. This is done by randomly splitting traffic between version A and version B and tracking key performance metrics such as click-through rate or form submissions. Developers implement A/B testing using tools like Google Optimize or VWO, or via custom toggles in Next.js with cookies or session storage. It's essential to test one variable at a time and gather statistically significant results before deciding.