The practice of testing and measuring two variants of a given asset against one another at the same time, to see which performs better. This could mean two different web pages, two different email subject lines, or anything else. You can test copy, headlines, page layouts, adverts and even the colours on your site. Regular testing of your key sales pages and forms is probably the most profitable thing you can do with your site.

However, although split testing is often talked about, it is rarely done – because it’s hard! The two main exceptions are,

  • Testing advert copy and headlines in Google Ads and similar advertising platforms,
  • Testing email subject lines and content when sending to mailing lists using services such as AWeber or MailChimp/

These are exceptions because they have easy to use split testing tools built into them.