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Definition: A/B testing

A/B testing, also known as split testing, is the process of comparing two versions of a web page, email, or other marketing asset to determine which one performs better. This is done by randomly dividing the audience into two groups and presenting each group with a different version of the asset. The version that generates the most engagement or conversions is then chosen. A/B testing is a popular method for improving website and marketing campaign performance.


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