What is A/B Testing?
A/B testing is when you test an element or multiple elements on your website by making a small tweak such as CTA text or colors.
Let's say a co-founder wants the "BUY NOW" button to be blue. You think it should be green.
A/B testing is where you show 50% of the site visitors the green button, and 50% the blue. If the green button is clicked on more then that is the correct choice.
Therefore, you can change the button colors to the experimental winners and increased the likelihood of your website conversion rates with a color that is more appealing to your general audience.
A/B testing is important because it helps avoid HIPPO (HIghest Paid Persons Opinion) where the client overrules you based on personal preference rather than what is most effective