What does A/B testing entail?

A/B testing is a method used in marketing to compare two versions of a marketing asset to determine which one performs better. This process involves creating two variants—designated as A and B—and then measuring their effectiveness based on specific metrics, such as click-through rates, conversion rates, or engagement levels. By randomly splitting the audience between the two versions, marketers can gather data on user behavior and outcomes, allowing for data-driven decisions on which version to implement more broadly.

This approach helps businesses optimize their marketing strategies, enhance user experience, and ultimately drive better results, as it provides concrete evidence on which elements are more effective in achieving desired goals. In contrast, the other options describe different techniques or strategies that do not embody the core principle of A/B testing, which is the direct comparison of two variants under controlled conditions.