What is the main purpose of an A/B test?

• A. To measure traffic sources
• B. To test full website redesigns only
• C. To determine the better performing option between two variants
• D. To explore three or more variants

Answer: (C)

At the heart of an A/B test is a direct comparison between two versions to see which one delivers a better result on a chosen metric, such as conversion rate or revenue per visitor. You randomly assign visitors to see each version, collect the performance data, and use statistics to determine which variant performs better in a reliable, scalable way. The goal is to identify the superior option so you can implement it. This isn’t about measuring traffic sources or about testing many variants at once; when you test more than two variants, you’re moving into A/B/n or multivariate testing rather than the classic A/B approach.