The A/B experiment is designed to test how web users respond to two versions of the same page.
Basically, the idea is to gauge readers response to a web page and analyse how best to optimise the page to get the desired response.
Though the A/B experiments were used to enhance click through rates, basically with Google Adwords, it has recently found other uses.
For example, just yesterday, NPR and six stations announced that they will conduct A/B experiments to compare the effectiveness of online fundraising websites in a trial expected to start next month.
The goal is to learn how web users respond to different online donation pages. They will direct some givers to their stations’ donation pages and send others to a new donation portal designed to offer a better user experience.