What is the meaning of "A/B testing"?

A/B testing is a technique for comparing two versions of a web page or content to determine which one performs better in terms of user engagement, conversion rates, or other predefined metrics. In practice, a randomly selected portion of users will see version A, while another portion will see version B. This allows marketers and web designers to assess how changes in design, content, or layout impact user behavior and make data-driven decisions based on the results.

The emphasis on version comparison highlights the primary goal of A/B testing, which is to systematically analyze performance differences through controlled experimentation. By utilizing this method, businesses can enhance their web pages to be more effective at achieving desired outcomes, such as higher click-through rates, increased sales, or improved user satisfaction. This understanding of user preferences guides iterative design and development processes in web design.

Other options touch on methods or processes related to web functionality, but do not capture the essence of comparing two distinct versions of content to evaluate performance, which is the hallmark of A/B testing.