A/B testing, also known as split testing, is a method used in e-commerce and digital marketing to compare two or more versions (A and B) of a web page, email, advertisement, or element to determine which one performs better in terms of user engagement, conversion rates, or other specified metrics. It helps businesses assess the effectiveness of design, content, or functionality changes by presenting variations to different groups of users and measuring their responses.

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A/B testing is a valuable practice in e-commerce as it enables businesses to make data-informed decisions. For example, an e-commerce website might use A/B testing to evaluate the impact of different product page layouts on conversion rates. By dividing users into groups that experience either the existing design (A) or a new design (B), the business can compare the performance of each version. The results guide decisions to implement changes that maximize user engagement, increase sales, and improve the overall customer experience. A/B testing can be a powerful tool for optimizing websites, emails, and advertising campaigns in e-commerce.