This video shows you how to create a variation on a page and test that variation to see whether it produces more results than the original control version of the page. A/B testing helps you maximize your website's ROI by testing variations for page elements (such as blocks, images, content, buttons, form fields, and so on). The original is called the control and the variation is the challenger. After a period of testing, you check the data and select a winner. You can use actual, timely data to drive decisions by finding the combination that most effectively compels site visitors to take the next step.