What is the primary purpose of A/B testing?

The primary purpose of A/B testing is to compare two versions of a webpage or product. A/B testing, also known as split testing, allows marketers and product developers to experiment with different variants of a webpage, feature, or advertisement to see which performs better in terms of conversion rates, user engagement, or other relevant metrics. By randomly assigning users to either version A or version B, organizations can gather data on user behavior and make data-driven decisions based on the results. This method helps identify which changes lead to improvements in performance, thereby optimizing the user experience and achieving business objectives more effectively.

Other options, while they relate to valuable aspects of business and decision-making, do not align directly with the specific goal of A/B testing. Developing a new product idea pertains more to the innovation and brainstorming phases of product development. Determining employee satisfaction focuses on internal assessment tools rather than user experience feedback on products or services. Analyzing market trends involves broader data review and insights, which is distinct from the specific comparative approach that A/B testing embodies.