Remember when you learned your ABCs? It seemed complicated at first, but as you got the hang of it you realized the letters held the secret to the English language. A/B testing, which is a method to compare performance of two variables at the same time, can have the same effect and transform the way you build a website or enhance online marketing. If you do it correctly, it takes the guesswork out of website improvements and enables data-driven decisions that shift conversations from “we think” to “we know.” For many companies, A/B testing is attractive because it can improve sales, revenue and lead generation. In fact, research shows that companies that use A/B testing can generate up to 30-40 percent more leads for business-to-business (B2B) sites, and 20-25 percent more leads for ecommerce sites.