A/B testing aims to improve marketing campaigns by comparing two versions of a marketing asset to determine which performs better. By randomly segmenting the audience and presenting each group with a different variation, marketers can analyze user engagement and conversion rates. This empirical approach allows businesses to make data-driven decisions, refining their marketing strategies for higher effectiveness. Whether testing email subject lines, landing pages, or ad designs, A/B testing provides insights into consumer preferences, ensuring resources are invested in the most impactful creative elements.