What is A/B testing?
A/B testing is a quantitative research method that product managers can use to compare two alternatives. The idea is to have one alternative A and one alternative B and to randomly select what user goes where, and then compare which alternative performs best. For the method to work, there must be a simple and measurable definition for performance, and it must be possible to direct large numbers of users to the different alternatives.
A/B testing is a method used in the evaluation part of the product management process.