Why run A/B tests?

A/B testing enables a test-and-learn culture by helping teams make decisions based on evidence, not opinion. It puts the customer at the heart of decision-making and ensures we continuously improve experiences in a measurable way.

Why is it important?

• Test and Learn Approach: Make decisions based on data rather than assumptions or opinions.

• We are not our customers: A/B testing helps us build experiences that truly work for our users—based on real behaviour, not internal preferences.

• Revenue gain – loss prevention: Ensure that the changes we release actually improve performance, and don’t unintentionally reduce key metrics.

• Opportunities for optimisation: Use test results to continuously improve user journeys and build on what works well.