When thinking about A/B testing, the pivotal question is what to test. Ideally you should focus your testing efforts on the page elements that are most likely to have an impact. A great source of discovery for high impact elements can come from focusing on the user experience. Usability studies, user experience research, heuristic evaluations, and surveys can all yield insights into where users have difficulty (and success) using your site. By focusing on fixing the issues, and doubling down on the successes, you’re guaranteed to run tests that benefit your audience.  In return, you’ll achieve a big win for your users, and a big win for your business.

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