While there are positive trends to indicate a change from the status quo, marketing as a whole is frequently overlooked...
What is Split Testing?
Split testing is a method of conducting a randomized experiment with two variants in order to statistically test a hypothesis.
Simply, it acts as a solution for carrying out A/B tests and is an effective method for comparing two (or more) versions of a webpage or app against each other. Ultimately, you can determine which one will perform better amongst potential web users.
Each webpage or app may have its own unique element that differentiates it from the others. For example, variant A may have a call to action while the variant B page may not. The split test should reveal which webpage is more successful when it comes to an end goal, which in this case, is conversions.
Split testing is similar to a science experiment. The statistical analysis of this experiment is used to determine which variation of the page (or app, or campaign, etc) will perform better for a set goal.