What does A/B testing involve?

A/B testing is a method used to compare two versions of a webpage, app interface, or product to determine which one performs better in achieving a specific goal, such as increasing conversions or engagement. This process involves showing the two versions to different segments of users at the same time, and then analyzing the results based on predefined metrics.

This approach allows marketers to make data-driven decisions based on real user behavior rather than assumptions or intuition. For example, one version of a webpage might have a different call-to-action button or color scheme, and by testing these variations, marketers can see which one leads to more sign-ups or purchases.

Evaluating the effectiveness of two different versions enables marketers to optimize their strategies for better performance, making it a vital tool in the overall marketing landscape. This contrasts with the other choices, which either focus on comparing entire products, analyzing the competition, or gathering opinions on a single product, rather than testing the impact of slight variations in presentation or design.