A/B testing, also known as split testing, is a method of comparing two or more versions of a product, service, or website to determine which version performs better. In an A/B test, the different versions of the product are randomly assigned to different groups of users, and their behavior and interactions with the product are then compared and analyzed. This allows researchers to see which version of the product is more effective, and to identify any differences in user behavior or preferences between the two versions. A/B testing is commonly used in fields such as marketing, UX design, and web development to compare and evaluate different versions of a product or service. It is a valuable tool for making data-driven decisions and improving the performance of a product or service.