A/B testing (or split testing) is a practice used in marketing to compare two (or more) versions of a single variable and determine which of the two variants performs better and is more effective. It is most often associated with software development, web design, or marketing campaigns. The different versions are tested on separate target groups. The reactions of each group are then analyzed to determine the version that produces better results.
A/B testing can have various goals, for instance, improving traffic, generating conversions in the form of reservations and purchases or increasing newsletter subscriptions.