Yes, but not encouraged. The literature, or most common applications of A/B testing, is about little improvements. Phrases being changed, picture alignment, tha

Yes, but not encouraged. The literature, or most common applications of A/B testing, is about little improvements. Phrases being changed, picture alignment, that kinda of thing. Of course, in theory, A/B as the name implies is about testing two different approaches, so again, in theory, any stuff completely different can be seen as an experiment for A/B. The problem is that humans have been trying different ways to do things for a loooooooooong time, and the whole point of trying to teach and learn A/B is to test things, measure, and walk towards your goal. So yes, you can "A/B test" two completely different things, but it will be so. much. harder to actually know what it worked. For example, you're A/B testing a bicycle and a Ferrari Testarossa. D'uh... obviously they'll work differently, but what caused? Price, color, speed, brand? That's why when A/B testing is mentioned it's about small, isolable, repeatable, incremental and evolutionary approach. Because it's a technique with this purpose in mind.