An A/B test on a website is a method of optimisation in which two versions (A and B) of a page are compared to find out which works better. Users are randomly exposed to one of the two versions and the behaviour of users on both pages is measured, e.g. clicks on buttons or the time users spend on the page. By comparing the results, the design of the website can be improved in order to achieve a higher conversion rate or a better user experience.