A/B testing, also known as split testing or bucket testing, is a method of comparing two versions of a product to see which one performs better. A/B testing is commonly used in the context of web design and marketing, but it can also be used in the development of physical products. For example, a team developing a new type of car battery may test two different designs to see which one is more efficient. Or a company launching a new line of shoes may test two different materials to see which one is more comfortable. By comparing the performance of two products side-by-side, A/B testing allows companies to make informed decisions about which product is better suited for their needs.