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A/B Testing has been the default approach to optimize pages for conversions, but now newer technologies present faster ways to drive uplift.

Gather all ye family, friends, webmasters and digital marketing executives. We’ve come here to celebrate the life of the now outdated A/B Testing process, which has finally succumbed to the inefficiencies that have plagued its process.

What was A/B?

How many of us truly knew what A/B Testing was? Allow me to briefly introduce the concept: A/B Testing, also known as “buckets testing” or “split-run testing,” is a form of statistical hypothesis testing in which two elements are tested (i.e., Variable A vs. Variable B) to see which produces the most desired result toward a specific goal.

From its humble roots in the world of statistics, A/B Testing sought out the big leagues and made a name for itself in the digital world of website optimization, especially in the industry of optimizing web design for user experience. Webmasters of the late 1990s and 2000s would stare blank-eyed into their computer screens, stumped on whether their website should use the blue button or the red button, the big heading or the small heading, Times New Roman or Arial typeface. The decision could make or break their career.

Suddenly, in a great flash of light, A/B Testing came falling from the sky and came to their rescue. A/B Testing gave webmasters the key to testing out their website features — two at a time — with the goal of increasing their conversions. Webmasters could now use data from their A/B Testing experiments to back up why they wanted to use the red button over the blue. They could visually and functionally tweak their website so that more people clicked, downloaded or made a purchase — all of which are conversions that are key to a company’s online success. It was payday for the digital world. Marketers, agencies and online retailers saw great success — their online revenues soared and…