Definition

• A/B testing, also called split testing, is a way to compare two versions of a web page or app to see which one works better. It’s like a controlled experiment where variant A is compared to variant B to find out which one gives the desired result.

Examples

• Testing two different website headlines to determine which one generates more click-throughs.
• Evaluating two different calls-to-action (CTAs) on a landing page to identify which one leads to more conversions.
• Comparing two versions of an email newsletter to see which one results in higher open rates.