Off the shelf A/B testing functionality that will power any number of comparative A/B tests on your website. Read more about A/B testing and how best to develop a coherent test strategy here. A/B testing is synonymous with modern web development. In a simple A/B test, two different versions of a page, an “A” version and a “B” version, are sent to two similar sets of random viewers. This is also known as A/B/n or Split testing. The A and B versions may be totally different, or may differ only in key areas; for example, the headline, image or call to action. The goal of an A/B test is to determine which version performs best. Metrics that may be evaluated include email opt-ins, link clicks, bounce rate, or purchases.