A/B testing, also known as split testing, is a method used in marketing and product development. It is to compare two versions of a webpage, app, or other content to determine which one performs better. The "A" and "B" in A/B testing refer to the two variants being tested. In a typical A/B test, one group of users is shown version A, while another group sees version B. The key idea is to isolate the impact of changes or variations by keeping other factors constant. This helps businesses and organizations make data-driven decisions about the most effective elements of their designs, such as website layouts, headlines, button colors, or even pricing strategies.

By analyzing user behavior and engagement metrics, A/B testing allows teams to understand which version resonates more with the audience. Ultimately, this leads to informed decisions for optimizing performance. It's a powerful tool in the iterative process of refining and enhancing digital experiences. A/B testing allows for continuous improvement based on real-world user responses. It helps businesses avoid guesswork, reducing the reliance on subjective opinions and ensuring that changes are grounded in evidence-backed insights, leading to more effective and user-friendly designs.