A/B Testing is also known as Split Testing. It’s a website optimisation tool that allows you to show two different versions of a webpage (or a specific part of a page) to different website visitors.
‘A’ refers to ‘control’ and ‘B’ to the ‘variable’ in this experiment. The performance of each one can then be compared to figure out which one should be used for maximum impact in future.
A/B Testing is often used to test which is the best Call to Action (CTA) in different webpages.