A/B testing involves randomly showing users different versions (A or B) of a particular website and tracking changes in their behaviour based on the variant they are shown. The purpose of conducting such tests is usually to determine which version of the displayed content has a higher click-through rate (CTR) and which results in more conversions. This method is also readily used for advertising.
It is now widely used as a means of optimising advertising campaigns or selecting the best (in the eyes of the users) version of a page. In A/B testing, it is possible to compare effectiveness between variants that differ in one or more characteristics. However, it should be borne in mind that in the latter case it is impossible to know the exact impact of specific variables.