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What is Split Testing?

Donald Ng
June 24, 2023
5-star rating
Reviews on Capterra
What is Split Testing?

Are you ready to up your game and make your marketing strategies more effective than ever?

Well, you're in the right place! Here, we're going to delve into one of the most essential (and super interesting) techniques you need in your marketing toolbox: split testing. Also known as A/B testing or multivariate testing, split testing is your secret weapon for optimizing those conversion-driving campaigns and webpages that your target users simply can't resist. So buckle up, marketers, and let's dive into the fascinating world of split testing!

Definition of Split Testing

Split testing is a research methodology that involves the creation of different versions or variations of a single element, such as emails, webpages, or advertisements, to gauge the impact on target users or consumers.

The purpose of split testing is to compare and measure the effectiveness of each version in driving the desired action, such as increased engagement, user clicks, or conversions. By understanding which techniques resonate best with the audience, businesses can make informed marketing decisions.

Types of Split Testing

1. A/B Testing: A/B testing involves comparing two variations (A and B) of a single element. For example, comparing different headlines on a webpage or changing the color of call-to-action buttons in an email campaign. The target audience is divided into two segments, with one group seeing the original version while the other encounters the modified version.

2. Multivariate Testing (MVT): Multivariate testing goes a step further by assessing the impact of multiple changes within a single test. It compares different combinations of modifications simultaneously to determine the most effective combination. However, multivariate tests require a larger volume of traffic or users for statistically accurate results.

3. Multi-armed Bandit Testing (MAB): This approach dynamically allocates more traffic to the better-performing variations during the testing phase. Essentially, a multi-armed bandit test aims to strike a balance between exploration (testing) and exploitation (optimization) within the test duration.

Benefits of Split Testing

1. Improved Conversion Rates: By identifying the most effective elements, businesses can optimize their marketing campaigns, webpages, and advertisements to boost conversion rates, which translates to higher sales and profitability.

2. Enhanced User Experience: Split testing helps businesses design their products, websites, and applications to enhance user satisfaction, which ultimately leads to improved customer retention and brand loyalty.

3. Reduced Risk: By testing small changes in controlled environments, businesses can implement the best-performing options on a larger scale, reducing the risk of poor decisions that could negatively impact the brand and revenue.

4. Data-driven Decisions: Split testing helps eliminate the reliance on assumptions and intuition while making marketing decisions. By using data-backed insights, businesses make informed and objective choices that yield better results.

How to Conduct a Split Test

1. Identify Your Goals: Before conducting a split test, define your goals for the experiment, such as increasing website traffic, boosting sales, or improving email open rates.

2. Decide on the Element to Test: Choose which marketing campaign, webpage, or product element you'd like to test. Outline specific variations to test against the control version.

3. Determine the Sample Size: Estimate the number of users needed for the test, considering factors like desired statistical significance and experiment duration. Here are some free sample size calculator you can use. ABTasty Calculator and Optimizely Calculator

4. Split Your Audience: Assign the audience segments to different versions of the test, ensuring that each segment is exposed to the same conditions.

5. Monitor the Results: Collect data on how users interact with each variation, using key metrics aligning with your goals.

6. Analyze and Implement: Assess the performance data and determine which variation yielded the best results. If the test outcome is statistically significant, consider implementing the winning variant for improved business performance.


Split testing is a crucial aspect of modern marketing, allowing businesses to optimize their campaigns and products for an enhanced user experience. By employing A/B testing, multivariate testing, or multi-armed bandit testing techniques, organizations gather valuable insights to make informed, data-driven decisions and ultimately boost conversion rates. Therefore, businesses must understand and leverage the power of split testing to stay ahead in an ever-evolving competitive landscape.

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