A/B testing is a critical tool for improving conversion rates and sales. It can be used to optimise product pages, checkout processes, and email campaigns, in short, customer experience. An eCommerce business can create two versions of a product page with different layouts or calls-to-action, and randomly show one version to half of the website visitors and the other version to the remaining half. This shows the most preferable one of various versions. The performance of each version can be compared based on metrics such as conversion rates, average order value, and revenue per visitor. A/B testing can provide valuable insights into customer behaviour and preferences, allowing eCommerce businesses to make data-driven decisions to improve the customer experience and eventually drive more sales.