A/B testing, or split testing, is standard practice in digital marketing. It is a method used to compare two versions of an advertisement or a webpage to determine which performs better in achieving a specific goal or objective. The plan could be increasing click-through rates, conversions, or user engagement.

A/B testing allows advertisers and marketers to make data-driven conclusions and optimize their ad campaigns or web pages for better performance. A/B testing is a repetitive process that continuously refines and improves the effectiveness of advertising efforts through conducting multiple tests.

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