An A/B Test is a method of implementing two different processes for accomplishing the same end goal, and then comparing the outcome to see which worked best. It’s commonly used for testing the effectiveness of web marketing.
The size of the variation between the two doesn’t matter – it can be as small as changing the location of a graphic on a landing page, or as big as a completely different design and tactic. In any case, the tester must have systems in place to accurately analyze the results, so changes can be made to improve the outcome of the overall marketing campaign.
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