A/B testing in digital marketing—Which statement best describes how results should be interpreted?

• A. A/B testing compares two versions of an asset to determine which performs better; interpret with statistical significance, confidence intervals, and business impact.
• B. A/B testing compares two versions of an asset to determine which performs better; interpret primarily through qualitative feedback only.
• C. A/B testing compares multiple variants without considering statistical significance.
• D. A/B testing is used to allocate budgets without changing assets.

Answer: (B)