A/B testing (also known as split testing or bucket testing) is a technique for comparing two versions of a website or software to see which performs better. AB testing is a type of experiment in which two or more versions of a page are presented to users at random and statistical analysis is used to see which one performs better for a specific conversion target.
Individuals, teams, and organizations may use A/B testing to make small changes to their user interfaces while gathering data on the outcomes. This enables them to form theories and better understand why certain aspects of their interactions influence user behaviour. In another way, they can be proved wrong—an A/B test can show that their assumptions about the best experience for a given target are incorrect.