A/A testing is when you split users into two groups but show them the exact same version of a page or product. Because both groups see the same thing, their results should be almost identical.
If there’s a noticeable difference, it usually points to issues with tracking, randomization, or data collection. Running an A/A test is a simple way to validate that your testing setup works properly, giving you confidence that when you move on to A/B tests, any differences you see are real and not caused by flaws in the experiment.
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