Bryan Marble is the founder of GroupTrip, a social web service that helps plan travel logistics with friends. His tech startup doesn’t have a lot of money to spend on branding, a domain name or marketing — they’re still in beta testing. But on the encouragement of a well-known talk-Internet host, he evaluated the use of a new top level domain for his website: .CO. This is the story of how split testing (also known as A/B testing) and data helped Mr. Marble decide whether to select the best .COM domain name he could afford or a better name but with a .CO extension.
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