Generally A/B testing is almost completely focused on conversion rates. But don't forget bounce rates and exit rates. They need to be part of your A/B testing strategy.
Making changes to your site or eCommerce store without testing them is like target shooting while wearing a blindfold. Unless you test changes, you have no idea how they perform. A/B testing, or split testing, is the processes of making small changes to a site and comparing the performance of those
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