A/B Testing is a statistical method used to compare two versions of a variable to determine which performs better. It involves creating two variations, A and B, and randomly assigning subjects to each version to measure their performance. This method is commonly used in marketing, web development, and user experience design to test changes to webpages, advertisements, or other elements. By analyzing the results, organizations can make data-driven decisions to optimize their strategies and improve outcomes. A/B testing helps ensure that changes lead to measurable improvements, reducing the risk of implementing ineffective modifications.