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What is A/B testing?

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Quick answer

A/B testing is a method of comparing two versions of something — a web page, email, or ad — to see which performs better. You show version A to some users and version B to others, then measure which gets more clicks, sign-ups, or sales.

Key things to understand

  1. Two versions (A and B) are shown to different user groups.
  2. You measure which one performs better on a chosen goal.
  3. Decisions are based on real data, not guesses.
  4. It's widely used to optimize websites, emails, and ads.

People also ask

What is A/B testing in simple terms?
Comparing two versions of something with real users to see which one performs better.
Why is A/B testing useful?
It replaces guesswork with evidence, letting you improve conversions based on actual user behavior.
What can you A/B test?
Headlines, buttons, images, prices, email subject lines, layouts — almost any single change.