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A/B testing, also known as split testing, is a method used in marketing to compare the effectiveness of two or more variations of an element by delivering them simultaneously to different target groups. Typically, variations of websites, ads, emails or other marketing materials are tested to determine which works better. For example, a website may test two different call-to-action buttons to see which one leads to more conversions.

Through A/B testing, companies can make informed decisions to optimize their marketing strategies and achieve better results.


Frank Wache
Partner, Brand Strategist

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