The article is devoted to the study of theoretical and applied aspects of conducting A/B testing in a modern company in the context of decision-making within the product strategy. It describes A/B testing as a method of marketing research, clarifies the advantages of A/B testing and criteria for its conduct, and identifies prospects for improving the results of A/B testing. An algorithm for conducting A/B testing is formulated, following which it is possible to obtain sufficiently reliable results, taking into account the specific features of the company and the parameters set. It is emphasized that conducting A/B testing also requires consideration of the specific context, objectives of the company's product or marketing strategies, and the characteristics of the target audience, which allows for improving the effectiveness of A/B testing. The conclusion of the study is that this method is highly valuable from the perspective of product development of a company, as A/B testing becomes a significant tool in supporting decision-making and allows for product development while reducing the costs necessary for analyzing the effectiveness of its test versions.