An A/B test shows two versions of a page to different visitors and compares how each one performs. Version A is usually your current page, and version B has a change you think might work better.
If version B changes the headline, the image and the button all at once, you won’t know which change made the difference, or whether one change helped while another hurt. That’s why it’s usually best to test one meaningful change per experiment. For example, test a new headline first, keep the winner, and then try a new button in the next test.
