What is the goal of conducting A/B testing?

The aim of conducting A/B testing is to compare two versions of a variable to determine which one performs better in achieving a specific goal. This method is widely used in various fields, including marketing, product design, and web development. By creating two distinct versions (A and B) of a webpage, advertisement, or any other variable, and then randomly assigning users to experience one version or the other, analysts can gather data on user behavior and preferences.

The statistical significance of the results helps in making informed decisions about which version is more effective based on metrics such as conversion rates, click-through rates, or user engagement. This process facilitates data-driven decision making and allows organizations to optimize their offerings based on actual performance rather than assumptions or opinions.