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Treatment

Treatment in the context of A/B testing and marketing refers to a specific version or variation of a webpage, email, or other piece of content that is being tested against others. It's the change you want to test against the current version (often called the 'control') to see if it improves the performance or effectiveness of the page or content in question. The treatment could include changes in design, layout, copy, call-to-actions, images, etc.

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