A/B Testing, a valuable marketing research technique, involves comparing two or more variations of a single element, such as a website, advertisement, or application. Its primary objective is to ascertain which version is more effective at achieving specific objectives, like boosting conversion rates or improving the overall user experience. This method involves selecting two distinct user groups and exposing them to different variations of the element in question. Subsequently, the data and results are analyzed to derive meaningful insights that inform strategic optimization decisions. A/B Testing serves as a critical tool in refining marketing strategies and ensuring they are based on evidence-driven choices.