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If it used right, I'd call that great stuff. It's an opportunity to quickly test and have easily compiled results on minor variations in text, images, colors, layout, etc. and see their effect on conversions! Being able to fine tune your page faster and with better intelligence for conversions is significant!
I think the real key point will be how flexible is the system to try different things and how easy is it to set that up? If it takes days to setup then you really have to have some decent idea of changes you think will make a difference in conversions. But if it is relatively easy to use then you can test lots of quick and small variations to tweak the page for conversions.
I still have to wait a couple days before it is available to me. I'm intrigued!
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Experimenting
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