What is the fundamental purpose of A/B testing?

The fundamental purpose of A/B testing is to compare two versions of a single variable, such as a headline, image, call-to-action, or page layout, to determine which version performs better in achieving a specific goal, such as increased click-through rates, conversions, or engagement. A/B testing involves randomly assigning users to either version A or version B and measuring their behavior to identify statistically significant differences in performance. This data-driven approach allows marketers to optimize their content and user experiences based on real user behavior rather than relying on assumptions or intuition. The version that yields better results is then implemented, leading to improved campaign effectiveness.