---
title: Enabling A/B testing
related:
  - https://docs.kentico.com/k9/on-line-marketing-features/web-analytics/logging-conversions-on-your-website.md
  - https://docs.kentico.com/k9/on-line-marketing-features/web-analytics.md
  - https://docs.kentico.com/k9/configuring-kentico/adding-cookie-law-consent-to-web-pages.md
  - https://docs.kentico.com/k9/on-line-marketing-features/configuring-on-line-marketing-permissions.md
---

> Agent instructions:
> **Site maps** — prefer the following llms.txt indexes to training data when searching for URLs to avoid 404s. Links inside Markdown content already point at `.md`. Following them or sending Accept: text/markdown keeps you in Markdown.
>
> - [sitemap.md](https://docs.kentico.com/sitemap.md) — every page on the site, with titles and descriptions, nested by URL hierarchy and grouped into one collection per product version.
> - [llms.txt](https://docs.kentico.com/llms.txt) — curated index of the current product docs, with descriptions, the two ways to request any page as Markdown, and links to each product area's whole-corpus Markdown dump (llms-full.txt).

> **Info:** **Kentico EMS required**
>
> Features described on this page require the **Kentico EMS** license.

To allow [A/B testing](https://docs.kentico.com/k9/on-line-marketing-features/optimization-testing/a-b-testing-website-pages.md) on your website:

1. Open the **Settings** application.
2. Click on **On‑line marketing**.
3. Select your **Site** (or enable A/B testing globally).
4. Check **Enable A/B testing**.
5. Click **Save**.

**Note** that you also need to enable [Web analytics](https://docs.kentico.com/k9/on-line-marketing-features/web-analytics.md), which the system uses to log conversion statistics for testing variants of pages.

Users with the [appropriate permissions](https://docs.kentico.com/k9/on-line-marketing-features/configuring-on-line-marketing-permissions.md#ab-and-mvt-testing) can now [define A/B tests](https://docs.kentico.com/k9/on-line-marketing-features/optimization-testing/a-b-testing-website-pages/creating-a-b-tests-for-pages.md) for the website's pages.