What is A/B testing?

A/B testing is fundamentally a comparison of two versions of a variable to determine which one performs better in achieving a specific outcome. This method is widely utilized in web design, marketing, and product development, among other fields, to assess the effectiveness of different strategies or changes.

During an A/B test, one group of users is exposed to version A (the control group), while another group encounters version B (the variant). By analyzing user interactions, behaviors, or the effectiveness of various features, companies can identify which version leads to better performance metrics, such as higher conversion rates or improved user engagement.

This approach allows organizations to make data-driven decisions based on empirical evidence rather than assumptions, leading to optimized solutions and better user experiences. Its structured testing framework supports progressive iterations, enabling continuous improvement based on user feedback and interactions with each version.