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A/B testing


In web development and marketing, as well as in more traditional forms of advertising, A/B testing or split testing is an experimental approach to web design, which aims to identify changes to web pages that increase or maximize an outcome of interest (e.g. , click-through rate for a banner advertisement). As the name implies, two versions (A and B) are compared, which are identical except for one variation that might impact a user’s behavior.


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