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A/B testing for web design is quite simply what it says in the title – testing the design of version A (the current design) against version B (a new design or alteration). Splitting the site traffic to the separate layouts, then measuring the metrics you want to change, analyse which layout performs better and overall increases the UX.
The digital industry has been unified for quite some time with the view that going responsive with your website is the best way to go. When designed and implemented correctly, it offers a seamless multi-device experience. Offering a great experience to your audience, no matter what device they’re using to access your website, is definitely the ultimate end goal - but in some situations, this was easier said than done.