A/B Testing

In its simplest form, A/B testing (also known as split testing) is the process of comparing two variations of a marketing asset, e.g., a webpage element, call-to-action, landing page, email, etc., usually by testing users' responses to Variant A vs. Variant B and concluding which of the two variants is more effective (see figure above).

Source: Rochelle Grayson, https://pressbooks.bccampus.ca/foundationsindigitalmarketing/chapter/a-b-testing/
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