A/B testing is the practice of splitting your audience into two groups and showing them different versions to see which drives better results. For example, version A might be your current product page, while version B can have a new headline or layout.

By tracking which version gets more clicks, sign-ups, or sales, you can make confident decisions backed by data. E-commerce brands often test product descriptions, SaaS companies test onboarding flows, while marketers may A/B test email subject lines or ad copy. The benefit of A/B testing is that it helps you understand your users better and continuously optimize experiences.