A/B tests

A/B testing is a method used to compare two versions of something—like a webpage, ad, or email—to see which performs better. You randomly show version A to one group of users and version B to another. By analyzing how each group reacts—such as clicking a button or making a purchase—you can determine which version is more effective. This helps businesses make data-driven decisions to improve their strategies, user experience, or results without guessing. It's a practical way to test changes and optimize performance based on actual user behavior.