A/B testing is a method used to compare two versions of a webpage, app, or marketing material to determine which one performs better. In this process, one group of users sees version A, while another group sees version B. By analyzing user behavior, such as click rates or conversions, businesses can identify which version is more effective. This technique is commonly used in digital marketing and product development to optimize user experience and increase engagement. A/B testing helps organizations make data-driven decisions, ultimately leading to improved performance and higher returns on investment.