Recently I’ve been investing a lot of time into A/B (split) testing/experiments and analysing their results. Slowly I’ve started to love this way of rolling out changes on the web (can be surely used for mobile apps as well), as it is a complete data-driven approach and can produce quite surprising (or shocking, how you see it) results at times. With this approach you’ll always know what works (instead of speculating) with firm evidence and eventually drive more sales or signups or whatever that matters to you. That said, I would recommend not A/B testing just anything and everything but always find the right situations or cases that would make sense to experiment. If you’ve enough bandwidth (extra time) then use this approach to keep on analysing your visitor behaviour and draw learnings that help you make more prospects achieve the objectives that you’ve set for them, eventually turning them into customers.