What is a Split test or A/B Test?

A/B testing or split testing, is when you compare two variations of a landing page section, usually by testing users’ response to variant A vs variant B, and seeing which of the two variants is more effective.

Any part of your landing page or funnel can be tested this way. Sometimes changing very small details or small changes in images can make large changes in your ROI.

The value of doing split testing is that it gives you proof that one element works better than another.

the elements that you can test can be a simple as the color of a button or it can be as complex as changing all of the text content of a page. Often split changing smaller changes can be more effective than making big changes because you can get a more definitive answer on the effects if the changes are small rather than large.

Often times using competitor analysis in conjunction with split testing can be a valuable way to adjust your campaigns ROI.