It is a statistical hypothesis testing for a randomized experiment with two variables A and B.

The goal of A/B Testing is to identify any changes to the web page to maximize or increase the outcome of an interest. A/B testing is a fantastic method for figuring out the best online promotional and marketing strategies for your business. It can be used to test everything from website copy to sales emails to search ads

An example of this could be identifying the click-through rate for a banner ad.