A/B testing helps improve click-through rates by comparing two variations or versions of a website, email, or app to see which performs better. You can start by identifying elements that may need optimization or that directly impact conversions–think CTAs, ad placements, headlines, and more. You can then employ platforms like Google Analytics 4 (GA4) and Fibr AI to split your traffic equally for both variations (this ensures statistical significance). Run the experimentation process for at least a period of two weeks, and then analyze the results to see which version drives more traffic. Continuously refine and retest to optimize and improve click-through rates and conversions.