retensjonvsa/b-testing

Retensjon (customer retention) focuses on keeping existing customers engaged and reducing churn, which directly impacts long-term revenue and business sustainability. A/B-testing is a methodical approach to optimizing elements of the customer experience—such as onboarding flows, email campaigns, pricing, or feature usage prompts—by comparing variations and measuring their effect on retention metrics. By systematically testing different strategies or touchpoints, marketers and product teams can identify which changes lead to higher retention rates. For example, an A/B test might compare two versions of a re-engagement email to see which one results in more customers returning to use a service, or test different in-app notifications to encourage repeat usage. This iterative experimentation enables data-driven decisions that improve retention outcomes. Therefore, A/B-testing serves as a critical tool to diagnose and enhance retention efforts by validating hypotheses about what keeps customers active and loyal over time.