This document discusses A/B testing for improving user experience (UX) and conversion rate optimization (CRO). It defines A/B testing as a way to test theories and gather insights to improve future work. It recommends using A/B testing on websites, mobile websites, apps, and in dialogs. The benefits listed are UX improvements, increased sales, and avoiding conflicts. It describes how to gather data, formulate theories to test, run the tests, draw conclusions, and implement solutions. Finally, it provides some statistics on A/B testing usage and effectiveness.