It’s now used to evaluate everything from website design to online offers to headlines to product descriptions. This testing method has risen in popularity over the last couple of decades as companies have realized that the online environment is well-suited to help managers, especially marketers, answer questions like, “What is most likely to make people click? Or buy our product? Or register with our site?”. While it’s most often associated with websites and apps, the method is almost 100 years old and it’s one of the simplest forms of a randomized controlled experiment. A/B testing is a way to compare two versions of something to figure out which performs better.
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