Metrics and measurement
An A/B test compares two versions of the same thing, shown to two comparable groups of people to see which performs better.
It puts a measurement where an opinion was, and its worth depends on having chosen beforehand which number counts and how long the test runs.
An example
An e-commerce manager uses the web's historical archive to reconstruct how competitors changed their calls to action over the years. Those variants are A/B tests somebody else already ran, and reading them points to the tests worth running on your own site.
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