A/B testing has long been used in direct marketing and as we go increasingly digital, the technique is widely used to determine the best results for anything from page design though to creative and copy testing for ads. [If you're not familiar with the terminology, it just refers to the concept of showing some of your audience one thing and the others a variant, monitoring the results and then rolling out the most successful executions.] It’s something that we use as standard best practice in mobile advertising and the results look something like this

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