Split Test

A split test, known as an A/B test or A/B/C test, is a marketing research method that compares and evaluates the effectiveness of different variations of web page elements, advertising material or other marketing elements.

The essence of a split test is to divide the audience into two or more groups, where each group would see a variant with one interchangeable element. For example, it could be a different title, button colour, page layout, etc. Then metrics and conversions are compared between the groups to determine an option that performs the best.

Split tests allow marketers to make informed decisions based on data and optimise marketing campaigns, landing pages and so on. These helps identify what changes to marketing elements can increase conversion rates, improve user experience, and achieve desired goals.