A/B testing (also known as Split testing or bucket testing) is mostly used by websites and mobile apps as an effective data based method to test and compare alternatives wherein one variant’s significantly better performance proves its efficacy and suggests its implementation. To run A/B test, after deciding the objective, the variants of the landing page are to be determined, where the variations should differ only in the element that is to be tested. The test, then needs to be performed to compare how the users respond to the variations followed by reviewing the results and making changes based on the results. Some of the benefits of A/B testing to mobile developers are higher conversion rates, analysis of engagement metrics, decision making based on data and statistics, ability to view app store experience from user’s point of view, better use of resources, insights into customer behavior, etc. Ultimately A/B testing makes businesses improve if they run multiple experiments and understand their users’ behavior.  

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