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# What is A/B testing in web development?

## The concept of A/B tests

A/B tests, also known as split tests, refer to a random experimentation process in which two or more versions of a variable (web page, page element, etc.) are presented to different segments of website visitors at the same time. These determine which version leaves the maximum impact and best achieves the objectives.

Essentially, A/B testing eliminates the need for speculation in website optimization. They allow developers to make data-driven decisions to optimize UX. In the A/B test, A refers to the “control” or the original test variable. As a result, B refers to a “variation” or a new version of the original variable. 

The best version is known as the winner. Implementing the changes and applying this winning variation on your pages can help optimize your website and increase its performance. 

The conversion parameters determining success are specific to each website, and even to each page. For example, for e-commerce, it could simply be the sale of products. In other cases, it may be the generation of prospects or subscribers. 

A/B tests are part of the overall [conversion rate](https://help.ex2.com/en/article/what-is-the-conversion-rate-bu742a/?bust=1784920276668) optimization (CRO) process. They collect both qualitative and quantitative information about users. 

The collected data can also be used to understand user behaviour, engagement rates, sensitivities, and even satisfaction with website functionality.