What is A/B Testing in Website and UX UI?

Iengage06 Aug, 2024Computer & Internet

A/B Testing, also known as split testing, is a method used to compare two versions of a webpage or marketing element to determine which one performs better in achieving a specific goal or outcome. In A/B Testing, two variants, A and B, are created, with one element (such as a headline, call-to-action button, or layout) being different between the two versions. The versions are then presented to similar audiences simultaneously, and their performance is measured based on predefined metrics such as Conversion Rate, click-through rate, or Engagement.