A/B Testing

What is A/B Testing?

A/B testing, also known as split testing, is a method used to compare two versions of a webpage, email, or feature to determine which one performs better based on user behavior. In this process, users are randomly shown either version A (the control) or version B (the variation), and their interactions—such as clicks, conversions, or engagement—are measured. By analyzing the data collected, teams can identify which version drives better results and make informed decisions to optimize user experience, boost performance, and achieve business goals more effectively.