A/B Testing is a method used to compare two versions of something, like a website or an advertisement, to see which one performs better. In this process, one version is called "A" and the other "B." By showing these versions to different groups of people, businesses can gather data on which one gets more clicks, conversions, or engagement. This technique helps companies make informed decisions based on real user behavior rather than just guessing what might work. For example, a company might test two different button colors on their website to find out which one encourages more visitors to sign up for their newsletter.