So what is A/B testing? It’s simply a way to run an experiment to determine which of two versions is better than the other. A/B testing is also known as split testing, or bucket testing. There are two different versions of the page, A and B, which you can think of as the control and the treatment. Visitors to the page are randomly divided into two groups and shown the two different versions. One group should see version A, and the other should see version B.