A/B testing is a method of finding out what works and what doesn't in the digital world. It is used in situations where you have two or more versions of the same thing. For example, if you want to test whether a particular version of your website or app is more effective than the other version, you can do A/B testing. The two versions are sent to a random group of users, and then, through statistical analysis, inferences are made.
Importance of A/B testing
Picture this; you have built a great looking website, have written a brilliant copy, and have gotstate of the art Google Analytics systems up and running. Still, something is amiss; you are still in doubt about whether there is any more scope of growth with the current arrangements.
You cannot know whether your website or app is performing optimally or not if you do not go for A/B testing. A/B testing is essential as it lets you know with clarity, which changes are working and which aren’t.