Which aspect does A/B testing primarily focus on?

A/B testing primarily focuses on the performance comparison of two variants. This method allows marketers to test two different versions of a webpage, email, or advertisement to determine which one performs better in terms of a specific goal, such as conversion rates, click-through rates, or user engagement. By measuring the performance of each variant, marketers can make data-driven decisions about which design, content, or strategy is more effective at achieving desired outcomes.

In A/B testing, one version is typically presented to a segment of the audience while the alternative version is shown to another segment. This controlled approach ensures that any differences in performance can be attributed to the changes made between the two variants, rather than external factors. The emphasis on direct comparison and measurable results makes A/B testing a powerful tool in optimizing marketing strategies.