A/B testing, also known as split testing, is experimentation where you randomly show people two (or more) variants of your products, ads, emails, content, or pages. It lets you test and choose the version that performs better.
A/B tests let you build and iterate products, marketing and advertising, and even product development. You can split-test anything from headlines and copywriting to colors and images.
A/B testing backups up your decisions with objective data. Instead of relying on gut instinct, you can let the numbers speak for themselves.
During A/B testing, 50% of people see one version and 50% the other version. Usually, only a tiny part of your audience sees each test. It allows you to create effective campaigns before showing the best one to everybody.