More about A/B Testing:
A/B testing is done by randomly showing each version of an advertisement, post or campaign to a group of users and then measuring which version receives more clicks, conversions, or other desired actions.
This is done by splitting the target audience into two groups and exposing them to different versions of the content, then measuring the results and selecting the best-performing version for future campaigns. A/B testing is widely used in social media advertising to improve click-through rates, conversions and overall ROI.
A/B testing is widespread because it allows for a direct comparison of two versions and can provide statistically significant results quickly.
Look at the ads below that Nike created with two different videos to promote the new Nike Pegasus. This is an example of a/b testing where Nike used a/b testing to promote their new shoe.
The first known use of A/B testing in a digital context was by Google in 2000, when they used it to test different versions of their search engine results page.