Split testing (also known as A/B testing) is a method of comparing two versions of a webpage or app against each other to determine which one performs better. Split testing is essentially an experiment where two or more variants of a page are shown to users at random, and statistical analysis is used to determine which variation performs better for a given conversion goal.
Running a split test takes the guesswork out of website optimization and enables data-informed decisions that shift business conversations from "we think" to "we know." By measuring the impact that changes have on your metrics, you can ensure that every change produces positive results.
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