A / B testing (sometimes referred to as split testing) concurrently pits the control edition of the website against an experimental model. The experimental page has slight (and singular) improvements to the design elements, such as the call to action buttons, headers, light, or copy. A / B testing is distinct from multivariate testing because it retains a single item emphasis, whereas multivariate testing is different.
The fundamental goal of A/B testing is to achieve a higher conversion rate for a website.