What does A/B testing evaluate in business?

A/B testing, also known as split testing, is a method used to compare two or more strategies or variations to determine which performs better. In a business context, this often involves comparing two versions of a product, webpage, marketing strategy, or any other business variable to see which one yields better results based on defined metrics such as conversion rates, click-through rates, or sales.

The primary goal of A/B testing is to make data-driven decisions that can improve performance. By randomly splitting a sample of users between the different options and measuring their behavior, businesses can gain insights into which strategy is more effective and consequently optimize their approach. This systematic comparison is essential for refining marketing tactics, improving user experience, and ultimately enhancing profitability.

In contrast, other options such as pricing strategies, total sales, or quality control methods are not the focus of A/B testing. While these aspects are important in their own right, they do not directly involve the comparative analysis central to A/B testing methodology.