A/B Testing

A/B testing is an experimental approach to user experience design, which aims to identify changes to web pages that increase or maximize an outcome of interest / KPI (e.g., click-through rate for a banner advertisement). As the name implies, two versions (A and B) are compared, which are identical except for one variation that might impact a user’s behavior. Version A might be the currently used version, while Version B is modified in some respect.