Synonyms: split testing, bucket testing
In order to optimize a website page, A/B Testing, otherwise known as split testing is used to test different versions of the same content, where the original is set as a control against which a secondary version or challenger is compared. It is not limited to website pages, but also applies to on-site messages and advertising. url By comparing the performance of the two different versions of the same webpage, or content within the webpage you can establish which version performs better.
Typically a conversion rate optimization platform is used for AB testing (such as OptiMonk).