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What is A/B-Testing

Chapter 44
Encyclopedia of E-Commerce Development, Implementation, and Management
A randomized experiment with two variants, A and B, used to identify the results of changes to web pages.
Published in Chapter:
Must Online Retailers Constantly Innovate and Experiment to Survive and Prosper?
Nils Magne Larsen (UiT - The Arctic University of Norway, Norway) and Tor Korneliussen (Nord University, Norway)
Copyright: © 2016 |Pages: 8
DOI: 10.4018/978-1-4666-9787-4.ch044
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