You don't have to be married to A/B Testing to be engaged in it. You can do it just sometimes and still reap the rewards.
But if you're not doing it all, you are missing out. Here's an article that should encourage new-comers and show experienced testers some new tricks.
"A/B testing can generate impressive results because it allows marketers to discover what really works.
"In working with companies to optimize conversion using A/B testing...we’ve noticed a few commonalities in the challenges companies face – whether big or small, B2B or B2C, ecommerce or lead gen."
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