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A/B testing, also known as split testing, is a method of comparing two versions of a web page or mobile application to determine which of them is more effective in achieving a certain objective, such as a conversion. These tests involve showing the two versions (A and B) to two similar groups of users at the same time, and then measuring the performance of each version.

The main purpose of A/B testing is to identify changes that increase or maximize a specific result you are looking for. This can be anything from a simple color change on a call-to-action button to a complete website design overhaul. Once the results are available and it is determined which version performs better, that version is selected for broader use.

This type of testing is essential for conversion rate optimization (CRO). In the dynamic world of digital marketing, where user preferences and behavior change rapidly, A/B testing can offer competitive advantages and ensure that decisions are based on data and not assumptions.