A/B testing

A/B testing (sometimes also referred to as split testing) is an effective method for testing the usability of websites and mobile apps.

It is based on creating two (or more) variants of the same page and then presenting them to a sample of testers. The variant that comes out better from the test is then deployed on the production version of the site. The A/B test is thus a means to increase site conversions, optimize the UX design of digital products and improve marketing strategy. Apart from the above, you can also see it in PPC ads.