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A/B or AB testing

 refers to testing two different versions of a page or a 

page element such as a heading, image or button. Some members of the site are served alter-

nately with the visitors to the page randomly split between the two pages. Hence it is some-

times called ‘live split testing’. The goal is to increase page or site effectiveness against key 

performance indicators including clickthrough rate, conversion rates and revenue per visit.

When completing AB testing it is important to identify a realistic baseline or