A/B testing

A/B Testing, also referred to as split testing, is a methodical process where two variations of a webpage, advertisement, or marketing campaign are pitted against each other to evaluate which one yields superior performance. This technique involves showing version ‘A’ to one segment of users and version ‘B’ to another, then analyzing the results to determine which version achieves better engagement, conversion rates, or other relevant metrics. A/B testing is an invaluable tool for optimizing website content and user experience, ensuring that decisions are driven by data rather than conjecture.