Analytics & Measurement
A/B Testing
A controlled experiment comparing two versions of a webpage, email, or ad to identify which drives better performance against a target metric.
Related Terms
Conversion Rate Optimization (CRO)Conversion Rate Optimization
The systematic process of increasing the percentage of visitors who complete a desired action using A/B testing, UX research, and data analysis.
Split TestingAnalytics & Measurement
Dividing traffic between two or more variants of a page, email, or ad to measure which version performs better — often used interchangeably with A/B testing.
Multivariate TestingConversion Rate Optimization
An experiment testing multiple page elements simultaneously — headline, CTA, image — to identify the winning combination without running separate A/B tests for each.
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