Split Testing

Split testing, or A/B testing, is a method used in digital marketing to compare two versions of a digital asset to determine which one performs better.

Definition

Split testing, also known as A/B testing, is a method used in digital marketing to compare two versions of a web page, email, or other digital asset to determine which one performs better. It's called 'split' testing because the audience is split into two groups: one group sees version A and the other group sees version B. The results are then analyzed to see which version led to more conversions or achieved the desired outcome.

Usage and Context

Typically, split testing is used to improve a website's conversion rate. A business may want to test two different landing pages to see which one leads to more sign-ups or sales. The versions can vary in many ways such as headline, page layout, images, colors, call to action, etc. The key is that there are only two versions and they are shown to audiences randomly.

FAQ

What is the purpose of split testing?

Split testing is used to determine which version of a digital asset is more effective in achieving a desired outcome. It can help businesses improve their conversion rates and make more informed decisions about their marketing strategies.

How does split testing work?

In split testing, the audience is divided into two groups. One group sees version A and the other group sees version B. The performance of each version is then measured based on the desired outcome, such as click-through rate or conversion rate.

Some popular software for split testing includes Optimizely, Google Optimize, and Unbounce. These tools provide an easy way to set up split tests and analyze the results.

Benefits

Split testing can lead to significant improvements in conversion rates and overall marketing performance. It allows businesses to make data-driven decisions and eliminate guesswork. It also allows them to better understand their audience and what resonates with them.

Conclusion

In conclusion, split testing is a powerful tool for any business looking to improve their online performance. It provides valuable insights that can lead to more effective marketing strategies and higher conversion rates.