Split Testing, also known as A/B Testing, is a method used in marketing and web development to compare two versions of a variable, such as a webpage, email, or advertisement, to determine which one performs better. By dividing the audience into two or more groups and presenting each group with a different version, businesses can analyze which version leads to more favorable outcomes, such as higher click-through rates, increased conversions, or better user engagement. This process helps optimize strategies based on data-driven insights rather than assumptions.
