Definition
The practice of comparing two versions of marketing content by showing each to separate audience segments to determine which performs better. It's the scientific method applied to banner ads and subject lines.
Example Usage
Our split test revealed that the red button outperforms the blue button by 3%, a statistically insignificant difference we're nonetheless reporting as a major victory.
Origin
Adapted from agricultural and scientific experimental design, applied to direct marketing in the mid-20th century
Fun Fact
While often used interchangeably with 'A/B testing,' split testing technically can involve more than two variants, though most marketers ignore this distinction.
Source: Marketing testing and optimization methodology
Related Terms
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