A B testing is altering one or more page elements and contrasting how the original page and test page version fare when shown to various audience groups. Variant A represents your original page, while variant B represents your test page version. This is typically a simple test that identifies which page is converted at a higher rate by comparing the performance of the two pages (or all the variation pages in a set if you have more than two).

A/B testing often entails presenting various content variations for a page at various URLs, with the user being forwarded to a certain version based on your test thresholds.