What does A/B testing involve?

A/B testing is a method used primarily in marketing and web optimization to compare two versions of a webpage, app, or product to determine which one performs better based on specific metrics such as conversion rates, user engagement, or click-through rates. The process involves randomly presenting one of the two variants to users and collecting data on their interactions. By analyzing the performance of each version, marketers can make data-driven decisions to improve user experience and increase effectiveness in achieving marketing goals.

This method is particularly useful because it allows for real-time testing and can lead to actionable insights that can be implemented to optimize design, content, or functionality, illustrating how small changes can significantly impact user behavior and ultimately drive better results. This contrasts with the other choices, which focus on different aspects of marketing analysis and do not involve direct comparison testing of two alternatives in the same controlled environment.