User Research
From idea to impact: Your guide to A/B testing prototypes
UX Research Glossary / A/B Testing
A/B Testing
Share
A/B testing (also called split testing) is a UX research method that compares two versions of the same design, copy, or CTA to determine which performs better. Users are randomly assigned to either version A or version B, and their behavior (like clicks, sign-ups, or purchases) is measured to identify which version more effectively achieves the desired outcome.
