A/B Testing

Also known as split testing, A/B testing randomly assigns users to a control group (A) or a variant group (B) and measures a predefined success metric to determine the more effective version. This data-driven approach removes guesswork from design and marketing decisions, allowing teams to make incremental improvements based on statistical evidence. It is widely used to optimize conversion rates, user engagement, and overall product experience. Running continuous A/B tests helps businesses refine their offerings and maximize return on marketing efforts.