Commerce A/B testing: Strategies for success

eCommerce brands have a variety of techniques at their disposal for understanding their customers and optimizing their KPIs: most of these techniques have been borrowed from modern product management practices and can be directly applied to eCommerce–A/B testing is one of these.
A/B testing (sometimes referred to as “split testing”) is a technique that uses statistical algorithms to determine which variation of a given behavior is most likely to optimize for a predetermined quantitative outcome. By using live traffic to analyze user behavior, A/B testing can provide an objective, data-driven answer to nebulous questions, such as whether offering free shipping to your customers will significantly affect add-to-cart rates.