In A/B testing, what are you comparing?

In A/B testing, you are comparing two versions of a web page or product to determine which one performs better in terms of a specific metric, such as conversion rate, click-through rate, or user engagement. This method allows marketers and product designers to make data-driven decisions by analyzing the behaviors of users exposed to each version.

The primary goal is to identify which variation yields better results, thus optimizing the user experience and enhancing overall effectiveness. By testing different elements such as headlines, images, calls to action, or layouts, teams can gather insights that inform future designs and marketing efforts.

The other options, such as comparing different products, target demographics, or marketing strategies, do not align with the A/B testing methodology, which specifically focuses on variations of a single item to fine-tune performance and improve user interaction.