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It is also known as Split testing or bucket testing. This testing is used in digital marketing, product development, and user experience research. It is used to compare different versions of a webpage, email, or advertisement. Visitors are divided randomly into two equal groups. These versions are exposed one at a time, and these could be measured in real-time during a certain time interval. The analysis is used to test the significance, leading to a better version. It allows the use of the data to make data-driven decisions to maximize user behavior and performance.
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