Version A might be a version used at present (thus forming the control group), while version B is modified in some respect vs. A (treatment). For instance, on an e-commerce website the purchase funnel is typically a good candidate for A/B testing, since even marginal-decreases in drop-off rates can represent a significant gain in sales. Significant improvements can be sometimes seen through testing elements like copy text, layouts, images and colors,[8] but not always.