A/B testing (split testing) is the process of:
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Correct answer: running marketing experiments to see which version of an ad connects better with your audience.
Why this is the answer
A/B testing is a controlled marketing experiment that compares two versions to measure which one performs better with a target audience. It is used to test a single variable, such as copy, creative, or layout, so performance differences can be attributed to that change. In HubSpot terminology, this supports optimization by using real audience response rather than assumptions. The core purpose is version comparison and performance improvement, not reporting exposure metrics or researching search terms. HubSpot Blog+1
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