A/B price testing, also known as split testing, is a method of comparing two different prices for a product or service in order to determine which one is more effective in driving sales. This involves randomly dividing a group of potential customers into two groups and presenting each group with a different price. The results of the test are then analyzed to determine which price leads to a higher conversion rate and ultimately, higher profits. A/B price testing allows businesses to make data-driven decisions on pricing strategies, ensuring that they are maximizing their revenue potential.