A/B Testing

A/B testing (split testing) is a method of comparing two versions of a webpage, email, or ad to determine which performs better against a specific metric (e.g., conversion rate, CTR). Version A (control) is compared against Version B (variant) with a single variable changed. Statistical significance must be reached before declaring a winner. Advanced forms include multivariate testing (testing multiple elements simultaneously) and multi-page funnel testing. Proper A/B testing requires adequate sample size, consistent testing periods, and isolation of variables to ensure valid results.