A/B Testing suggests that participants are divided into two groups
(A and B). One group employs one version of the product/service, for example the existing one (A). The other group, in contrast, tests the alternative or modified version of the product/service (B).
By observing users’ reactions along given categories (both quantitative and qualitative in nature), the preference of the users and therefore the potential of the different versions can be compared directly. This way of testing allows the direct validation of competing options, and subsequently a data-driven decision with which version to move forward.