A/B testing

American  

[ey-bee tes-ting] / ˈeɪˈbi ˌtɛs tɪŋ /

noun

1. Digital Technology. a stage of design and development that compares two or more versions of a web page or app in simultaneous use to assess which is the optimized version for achieving a specified design goal or performance metric.

2. a research methodology that compares two or more versions of a product or strategy to determine empirically which version is superior.

   A/B testing informed our graphics choices for the new email marketing program.

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Example Sentences

Marketing shifted from campaign bursts to always‑on funnels and A/B testing.

From The Wall Street Journal • Nov. 22, 2025

This is called A/B testing, and it’s a whole lot less controversial when someone else does it.

From Washington Post • Sep. 28, 2022

The longstanding practice, called A/B testing, is intended to improve consumers’ experiences and keep them engaged, which helps the companies make money through premium membership fees or advertising.

From New York Times • Sep. 24, 2022

We’ve seen some A/B testing like this before, where a subset of Windows Insiders will get access to a feature before Microsoft rolls it out more broadly to testers.

From The Verge • Feb. 3, 2022

Most writers cannot afford focus groups or A/B testing, but they can ask a roommate or colleague or family member to read what they wrote and comment on it.

From "The Sense of Style" by Steven Pinker