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A/B Testing refers to controlled marketing experiments done to test different approaches to marketing campaigns. You’ll see it used most often in areas such as email marketing, with things like different headlines, or different offers. Or web design, where the copy and layout of a page will be tested in two different ways.

Within the experiment, you’ll split the audience who sees each, then monitor the results.

Using this method, you’re able to collect data on what approaches work best to get a desired outcome, such as email clicks, online purchases or newsletter subscriptions.

Customer Relationship Management refers to software tools that help to collect, maintain and parse user databases and related information. The most elaborate CRM systems include numerous integrated marketing options that will interface with a company’s database. Popular CRM systems include Salesforce, Hubspot and ServiceTitan.

Accessibility as it refers to websites is the idea of ensuring those with disabilities can still interact with your website without significant restrictions.

There are numerous best practices to ensure accessibility, and they have evolved in recent years. Staying compliant with accessibility guidelines is both good for your potential user base and will aid your site’s rankings, since these considerations are starting to inform how algorithms view and rank sites.