In marketing and business intelligence, A/B testing is a term for a randomized experiment with two variants, A and B, which are the control and variation in the controlled experiment.

A/B testing is a form of statistical hypothesis testing with two variants leading to the technical term, two-sample hypothesis testing, used in the field of statistics.

Other terms used for this method include bucket tests and split.run testing.

These terms can have a wider applicability to more than two variants, but the term A/B testing is also frequently used in the context of testing more than two variants.

In online settings, such as web design (especially user experience design), the goal of A/B testing is to identify changes to web pages that increase or maximize an outcome of interest (e.g., click-through rate for a banner advertisement).

Formally the current web page is associated with the null hypothesis.

A/B testing is a way to compare two versions of a single variable typically by testing a subject's response to variable A against variable B, and determining which of the two variables is more effective.

In internet marketing, conversion optimization, or conversion rate optimization (CRO) is a system for increasing the percentage of visitors to a website that convert into customers, or more generally, take any desired action on a webpage.

It is commonly referred to as CRO.

In mathematics and computer science, an algorithm is a self-contained sequence of actions to be performed.

Algorithms can perform calculation, data processing and automated reasoning tasks.

Computer software, or simply software, is that part of a computer system that consists of data or computer instructions, in contrast to the physical hardware from which the system is built.

In computer science and software engineering, computer software is all information processed by computer systems, programs and data.

Computer software includes computer programs, libraries and related non-executable data, such as online documentation or digital media.

Computer hardware and software require each other and neither can be realistically used on its own.

An amplifier, electronic amplifier or (informally) amp is an electronic device that can increase the power of a signal (a time-varying voltage or current).

An amplifier functions by taking power from a power supply and controlling the output to match the input signal shape but with a larger amplitude.

In this sense, an amplifier modulates the output of the power supply based upon the properties of the input signal.

An amplifier is effectively the opposite of an attenuator: while an amplifier provides gain, an attenuator provides loss.