A/B testing - WikipediaChallenges[edit] When conducting A/B testing, the user should evaluate the pros and cons of it to see if it aligns best with the results that they're hoping for. Pros: Through A/B testing, it is easy to get a clear idea of what users prefer, since it is directly testing one thing over the other. It is based on real user behavior so the data can be very helpful especially when determining what work
