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Split-testing, also called multivariate testing or A/B testing, refers to the process of testing two separate landing pages in order to increase conversions. Split-testing generally works by splitting your web site traffic 50/50 between each of the two landing pages in order to gauge the results of each. Split-testing can also be done on a smaller scale, such as split-testing two banner ads on a web site by rotating them between your web site traffic.

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