A/B Testing, also known as split testing, shows two (or more) different versions of a page to your visitors on your site. Visitors are bucketed into one version, and don't see the others. By tracking the way visitors interact with the page they're shown, you can determine which version of the page is most effective.

Advantages

  • Simple in concept and design, A/B testing is a powerful and widely used testing method.
  • Keeping the number of tracked variables small means these tests can deliver reliable data very quickly, as they do not require a large amount of traffic to run.

Limitations

  • A/B testing is best used to measure the impact of a two to four variables on interactions with the page.
  • If you need information about how many different elements interact with one another, multivariate testing is the optimal approach!