What is the main purpose of A/B testing?

The main purpose of A/B testing is to compare two versions of a webpage to determine which one performs better in achieving specific goals, such as conversion rates, user engagement, or overall user satisfaction. By showcasing two variations—usually labeled as Version A and Version B—A/B testing allows businesses and marketers to make data-driven decisions based on user interactions. The variations can involve changes to text, images, layout, color schemes, or any other element that might impact user behavior.

Through careful tracking of performance metrics in a controlled environment, businesses can ascertain which version is more effective at achieving desired outcomes. This method provides valuable insights that go beyond subjective opinions about design and functionality. By relying on empirical evidence, organizations can refine their web pages and user experiences to better serve their audiences and ultimately drive better results.