It's the best way to determine what works
AB Testing with WordPress: A Guide to Split Testing and Optimization
Every element and functionality on your website affects your conversion rate and user engagement. The best way to determine what works and what doesn’t is to perform A/B or split testing. This is the process of comparing two options to see which one delivers the best results.
For example, let’s say you want to test a landing page. You need to choose one aspect of the page, such as the call to action. Keep everything on the page the same, but use different variations of the call to action. Measure to see which version converts better.
If you change too many elements on one page for one test, you won't know which element is responsible for the difference in clicks or conversions.
