Also called split testing.
A process in which two versions, or elements of a website, are changed.
The different versions are simultaneously shown to different visitors at the same time.
Conversions are measured across both versions. The variant that converts better wins. And, that’s the one you should implement on your website.
A/B testing is a great way to quantitatively determine if a change on your website will truly help optimize conversions.
For example, you might decide to test the effect of placing a form on the left- or right-side of a page to see if placement affects form completion conversions.
A/B testing would enable you to test this effect by creating two different versions that look something like this:
Results between the two versions would be compared to see if the placement of the form has a positive effect on conversions.