How do you execute an A/B test?

If your hypothesis testing involves a choice between two possible product definitions, an A/B test might help you decide. Unbounce explains it thus.

http://unbounce.com/landing-page-articles/what-is-ab-testing/

Hubspot has a 2018 article that has practical guidelines on how to do A/B testing.

https://blog.hubspot.com/marketing/how-to-do-a-b-testing

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