What is split testing?

Split testing is a CRO method that compares two or more versions of a webpage, landing page, email, or other experience to determine which version produces better results against a defined goal. It is commonly used to test changes based on a specific hypothesis rather than assumptions.

In a typical A/B split test, visitors are randomly divided between:

• Control: The existing version.
• Variation: A version containing a specific change.

For example, a B2B ecommerce company could test two versions of a Request a Quote button. One group sees the original button, while another sees a more prominent version. The business can then compare metrics such as quote-request conversion rate, qualified leads, and downstream sales.

Split testing can be used to test:

• Headlines and value propositions
• CTA wording or placement
• Product-page layouts
• Forms and checkout steps
• Images and product information
• Pricing or offer presentation
• Navigation and landing-page elements

A well-designed test should have a clear hypothesis, defined success metric, sufficient sample size, and appropriate test duration. The results should be evaluated statistically and in terms of practical business impact.