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Why does anyone have to have specific split testing software? Isn't it possible to do it yourself? Good questions. The answer: Yes and no. You can certainly do A|B testing yourself between pages or even with different content items on pages. If you have real-time reporting, you can test pages under specific time periods and look at your web tracking software. If not, you can test in 24-hour periods. However, if you want real time testing, or if you want detailed reporting of that testing without having to go back to your server logs, you really need split testing software.