Definition
An inclusion and exclusion test is where you turn elements on a page off and on to identify the conversion influence. If you remove an asset on a page and see a positive impact on conversion this tells you that you have either a poorly designed element or that you could use the real-estate for something else that might increase conversion.
Resources:
Conversion marketing – Glossary of Conversion Marketing.
Over 300 tools reviewed – Digital Marketing Toolbox.
A/B testing software – Which A/B testing tools should you choose?
Types of A/B tests – How to optimize your website’s performance using A/B testing.
Optimisation process – 8 steps guaranteed to boost your conversion rate.
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