A/B testing, in short, allows you to deliver multiple versions of your site or app to customers to determine which one is most effective. It facilitates data-led decisions and unblocks opinion-laden arguments. Creating simple A/B tests is straightforward. However, creating a testing program that includes tool selection, test prioritization, test development, analysis, and reporting that changes the culture of the organization to become more data-driven is a challenge. We have experience doing just that for a variety of clients from healthcare to multi-national, e-commerce companies.