A/B testing refers to an uncomplicated way to test web page changes against text from an existing web page. The existing text is called the control, and it is compared to updated copy, called the variation. The ideal is to compare copy to determine which text is more effective. A/B testing is also referred to as split testing or bucket testing. The testing is a randomized experiment with two variables, the control and the variation to the controlled testing or experiment. Statistical analysis is used to determine which text performs better, measuring the impact of the changes on the metrics to identify positive or negative results.
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