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What is the primary purpose of an A/B test?

  1. A Establishing a causal relationship by randomly splitting audiences and running variants concurrently
  2. B Comparing this month against last month
  3. C Testing many changes at once
  4. D Confirming an existing belief
Answer

Establishing a causal relationship by randomly splitting audiences and running variants concurrently

Random assignment and concurrent running are what make the result causal rather than merely correlational.

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