A/B testing, also known as split testing, is a method used in marketing and website optimization to compare two versions of a webpage or marketing asset to determine which one performs better. In A/B testing, two variants, A and B, are simultaneously shown to similar groups of users or audiences, and their performance is measured to determine which version yields better results.
By analyzing user behavior, such as clicks, conversions, or other metrics, the effectiveness of each variant is evaluated. This method allows businesses to scientifically assess small changes in design, content, or functionality to see which version generates a better response in terms of user engagement or predefined goals.
A/B testing is widely used in digital marketing, web design, and user experience optimization to improve the performance of websites, emails, advertisements, and other digital assets, ultimately leading to better conversion rates and user engagement.