Split Testing

Definition of Split Testing

A method of comparing two versions of a webpage or ad to determine which performs better.

Explanation of Split Testing

Split Testing, also known as A/B testing, is a method used to compare two versions of a web page, email, ad, or other marketing asset to determine which one performs better. In split testing, the audience is divided into two groups, with each group being shown a different version (A or B). The performance of each version is measured based on predefined metrics, such as click-through rates, conversion rates, or engagement levels. Split testing helps identify which elements of a marketing asset are most effective, allowing for data-driven decisions to optimize performance. Elements that can be tested include headlines, images, call-to-action buttons, layout, and content. By systematically testing and analyzing results, marketers can improve the effectiveness of their campaigns, enhance user experience, and increase return on investment (ROI). Split testing is an essential tool for continuous improvement and optimization in digital marketing, providing valuable insights into what resonates best with the target audience.

This dictionary entry was written by

Per-Gulbrand Peter Braathen

With a foundation in doctoral-level research, Per-Gulbrand Peter Braathen is a seasoned expert in the areas of marketing, branding and communication. His proficiency extends to marketing management, branding and communication strategy. Braathen's experience is underscored by his rich background from various industries, including entertainment. A distinguished alumnus of the USC Marshall School of Business, Braathen boasts a Master of Science in Marketing, complemented by a Graduate Certificate in the Business of Entertainment from the USC School of Cinematic Arts as well as two undergraduate Bachelor degrees from the esteemed University of Southern California.