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A/B Testing compares two or more versions of the same web page or app to determine which one performs better for a set goal, like conversion rate. “Challenger pages” are created by changing one element at a time (e.g., copy, image, video) and compared to the “control” version, which always remains unchanged – this is either the version in use or the first choice. The variants are shown to visitors and an analysis is made based on their responses.