A/B testing is an experiment method between two groups; it is a technique used to identify whether one version of an object of interest (product, marketing campaign, email text) is better at producing a desired outcome than another.

Components:

• 2 versions
• 2 samples
• A hypothesis
• Outcomes
• Other measure variables

In AB testing, you can only make one change from condition A to condition B. So, basically you can only choose one condition B for the whole experiment.