have users see different things when visiting the same website and then have them fist fight over who's right. A/B testing is a UX research methodology whose role is to confirm which option is more user-friendly by presenting the users with two variants (A and B) of the same element. The test is randomized and it usually tweaks only one small thing at a time. For example, visitors of a website are randomly served two versions of the website that differ only in the placement of a CTA button.
“What? Her dog died? She told me she can't come because her cat died.”
“Maybe she`s A/B testing.”