A/B testing

A/B testing, also known as split testing, is a method of comparing two versions of a webpage or app against each other to determine which one performs better. A/B testing is essentially an experiment where two or more variants of a page are shown to users at random, and statistical analysis is used to determine which variation performs better for a given conversion goal.

For example, a marketer might test two different headlines for a landing page to see which one results in a higher conversion rate. By showing version A to 50% of visitors and version B to the other 50%, they can determine with statistical significance which headline is more effective.