A/B testing allows you to test two versions of a page at the same URL to see which one performs better. Half of your visitors will see one version of the page, while the other half will see the alternate version.
You can compare each version's performance in the page's performance data, then select a winning variation. This will set the winning variation as the only live version of the page and revert the other variation to draft.
Marketing Hub Professional and Enterprise accounts can conduct A/B testing on landing pages. CMS Hub Professional and Enterprise accounts can conduct A/B testing on landing pages and website pages.