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What is A/B Testing? A/B testing is a way to test two different versions of a web page, form, email, or tweet. You then gather data, analyze it, and choose the best version to roll out to the masses. Also known as split testing, it creates a data-based approach that eliminates guesswork from your marketing campaign. Building your conversion rate and click-through rate can take time, and blundering in the dark is all too common for many businesses. But A/B testing can chop that timeline into snips and run several of them simultaneously, creating a much shorter pathway to success. A/B testing is