Split testing, also known as A/B testing, is a method of testing in which two or more versions of a website, landing page, email, or other digital content are created and then compared to see which version performs better.
A random subset of visitors is shown one version, while the rest of the visitors are shown the other version. The performance of each version is then measured based on specific goals, such as conversion rate, click-through rate, or average time on site. The version that performs better is then chosen as the winner and used for all visitors.
Split testing allows marketers to make data-driven decisions about their content, improving the chances of achieving their desired outcomes.