Split Testing

Split Testing, also known as A/B Testing, is a methodical approach used to enhance a website, email campaign, or other marketing materials. This process involves creating two variants of the same asset, differing in only one key element. For example, when conducting split testing on a webpage headline, two identical pages are produced with the exception of the headline itself. The performance of each version is then meticulously tracked and analyzed to determine which one resonates more effectively with the audience, leading to improved engagement, conversion rates, or other desired outcomes.