What types of changes can be tested in an A/B test?

• A. Changes to URLs, headlines, or calls to action
• B. Color palette changes only for branding
• C. Changes to internal payroll system
• D. Hardware changes to server infrastructure

Answer: (A)

A/B testing compares two versions of a user-facing element to see which performs better on a chosen metric, such as clicks or conversions. Changes to elements that directly affect the user experience—like the URL path, headlines, or calls to action—are classic test targets because they influence how users find, read, and act on the page and their impact can be measured. Internal payroll systems or server hardware affect back-end operations and don’t map directly to on-site user behavior metrics in a standard A/B test, so they aren’t typical candidates. Color changes can be tested too, but focusing on the commonly tested user-facing elements, the listed example covers the most representative A/B test scenarios.