A/B Testing

A/B testing, also known as split testing, is a user experience research methodology. A/B tests consist of a randomized experiment with two variants, A and B. It includes application of statistical hypothesis testing or "two-sample hypothesis testing" as used in the field of statistics. A/B testing is a way to compare two versions of a single variable, typically by testing a subject's response to variant A against variant B, and determining which of the two variants is more effective.

In B2B SaaS, A/B testing is crucial for optimizing conversion rates on landing pages, pricing pages, and within the application itself to improve user engagement and retention.