There are two main types of A/B tests that our customers conduct: design changes and copy changes. Copy changes test the content or phrasing of text on the site, whether titles, headlines, paragraphs, or even the “Click Here to Learn More” language on a button. Design changes include changes to the color scheme and layout of the page, adding or removing elements like images and buttons, and changes to the functionality of the page. In the article we included our own data to show what types of tests companies are running and how successful they are.
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