Definition & Meaning of "split testing"

What is "split testing"?

Split testing, also known as A/B testing, is a method of comparing two or more versions of an advertisement, webpage, or email to determine which one performs better. In this process, the audience is randomly divided into groups, with each group shown a different version of the content. The performance of each version is measured based on specific goals, such as clicks, conversions, or engagement. Split testing helps businesses make data-driven decisions, allowing them to optimize their marketing efforts by choosing the most effective option.