In A/B testing, what are the versions being compared usually focused on?

In A/B testing, the versions being compared are primarily focused on user engagement and conversion rates. This approach involves presenting two or more variations of a webpage or application to users to determine which version performs better in terms of specific user actions, such as clicking a button, signing up for a newsletter, or making a purchase.

The goal of A/B testing is to make data-driven decisions that enhance the user experience and improve overall business metrics. By analyzing how users interact with different versions, teams can optimize elements like call-to-action buttons, layout, content, and other factors that directly influence user behavior and decision-making.

While design aesthetics could be part of the variations, they are not the central focus of A/B testing; rather, the ultimate aim is to understand the impact of those design changes on user engagement and conversion rates. Likewise, code performance and business strategy play important roles in product development and overall UX but are not the specific outcomes measured or compared in the context of A/B testing. The emphasis remains on quantifiable user actions that drive business success.