What does "A/B testing" involve?

A/B testing involves comparing two versions of a webpage, typically the original version (Version A) and a modified version (Version B), to determine which one performs better in achieving specific goals, such as higher conversion rates or increased user engagement. This method allows businesses to make data-driven decisions based on real user behavior and preferences.

By randomly directing a portion of users to each version, you can gather performance metrics, which helps identify which design, content, or layout leads to better outcomes. This process is pivotal in optimizing user experience and improving overall website effectiveness, ultimately contributing to successful online marketing strategies.

The other choices do not align with the definition of A/B testing. For example, comparing marketing strategies focuses on cost-effectiveness rather than user experience variations, while analyzing website security measures is concerned with safety rather than performance. Testing different software relates to development tools rather than digital marketing or user engagement metrics.