A/B testing is also referred to as split testing. This is done by taking two variants and comparing them by offering each to similar web page visitors and noting the conversion rate for each style. The style that garnered the greater conversion rate is considered best. A/B testing is undertaken to develop strategy to bring a higher value from the existing web traffic.
This method of increasing purchasing per consumer/visitor is cheaper than other modes of advertising for generating new sales and is viewed as a cost effective approach. A/B testing is undertaken so a business can make the most out of their site traffic by analyzing everything on the website that could possibly affect visitor behavior. Included in this are headlines, links, images, calls to action, social proof, media mentions, paragraph text, headlines, subheadlines, awards and badges or testimonials.