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Data is an invaluable tool for web designers who are making decisions about the user experience. A/B tests, or split tests, are one of the easiest ways to measure the effect of different design, content, or functionality. A/B tests allow you to create high-performing user experience elements that you can implement across your site. But it's important to make sure you reach statistically significant results and avoid red herrings. Let's talk about how to do that.