Can A/B testing directly influence brand revenue optimization?

Customer experience influences nearly every revenue lever, from conversion to retention to referrals. A poor experience kills momentum quickly, while a great one builds trust and repeat business. It also impacts how much people are willing to pay and how often they return. Experience isn’t limited to support or interface design. It includes product delivery, content relevance, and how expectations are set across the journey. Tracking NPS, time to resolution, or post-purchase engagement gives you insight into which areas of the experience might be quietly hurting revenue potential.