A/B Testing

A/B testing, also known as split testing, is a methodical approach used to compare two versions of a webpage, app, email, or other marketing asset against each other to determine which one performs better. It involves showing two different variants (A and B) to different segments of your audience simultaneously and measuring their impact on a specific goal, such as conversion rates, click-through rates, or engagement. The core idea is to isolate variables and use data to make informed decisions about optimization, removing guesswork from the design and marketing process.