what is a b testing

A/B testing, also known as split testing or bucket testing, is a user experience research methodology that compares the performance of two or more versions of a variable, such as a webpage or app, to determine which one performs better. In A/B testing, one version is the control (A) and the other is the variation (B) . A/B testing is a randomized experiment that involves showing different versions of a variable to users at random, and statistical analysis is used to determine which variation performs better for a given conversion goal. A/B testing is widely considered the simplest form of controlled experiment, especially when it only involves two variants. However, by adding more variants to the test, its complexity grows. A/B testing is used by data engineers, marketers, designers, software engineers, and entrepreneurs, among others, to understand growth, increase revenue, and optimize customer satisfaction. A/B testing is one of the components of the overarching process of Conversion Rate Optimization (CRO), using which you can gather both qualitative and quantitative user insights. A/B testing allows individuals, teams, and companies to make careful changes to their user experiences while collecting data on the impact it makes. A/B testing provides a very systematic way of finding out what works and what doesn’t work in any given marketing campaign.