In web development and marketing , as well as in more traditional forms of advertising, A/B testing or split testing is an experimental approach to web design (especially user experience design ), which aims to identify changes to web pages that increase or maximize an outcome of interest (e.g., click-through rate for a banner advertisement). As the name implies, two versions (A and B) are compared, which are identical except for one variation that might impact a user's behavior. Version A might be the currently used version, while Version B is modified in some respect. For instance, on an e-commerce website the purchase funnel is typically a good candidate for A/B testing, as even marginal improvements in drop-off rates can represent a significant gain in sales.
A/B and multivariate testing