There’s more than one way to use this tool
A/B testing is a very useful tool that can be used to develop better product designs, rather than just evaluating landing pages.
In a classic A/B test, you’re metrics-driven and want to pick whatever test variant ends up with the higher numbers. This is a useful tool, but is only applicable to scenarios like signup flows where the conversion is obvious. This post will describe some different tactics that are metrics-informed and end up as an aid to your product design process, rather than driving it.