A/B testing is a method used to compare two versions of a webpage, email, web form, or advertisement to determine which one performs better for audience engagement and conversion rates. This process involves creating two variants, i.e., “A” and “B,” and presenting them to different segments of an audience to gather responses. Businesses analyze the responses and determine which version resonates more effectively with their target market. A/B testing is a valuable tool in optimizing marketing strategies, as it provides data-driven insights that help improve user experience, enhance engagement, and ultimately increase conversions. It is widely used in digital marketing to refine campaigns and maximize results.