A/B testing, also known as split testing, is a method of comparing two versions of a product or marketing campaign to determine which one performs better. In an A/B test, a sample of users is randomly divided into two groups, and each group is shown a different version of the product or campaign. The performance of the two versions is then compared to see which one is more effective at achieving the desired outcome.

For example, an e-commerce company might use A/B testing to compare two versions of a landing page to see which one leads to more conversions. In this case, one group of users would be shown the original landing page, and the other group would be shown the variant page with a different design or copy. The company would then track the number of conversions for each page and compare the results to determine which page is more effective.

A/B testing is commonly used in the fields of marketing, product development, and user experience design. It allows companies to make data-driven decisions about their products and campaigns, rather than relying on assumptions or intuition.