Definition
Split Testing
Also known as: A/B Testing
Another term for A/B testing. Splitting traffic between two or more variants to determine which performs better against a defined conversion goal.
What does Split Testing mean?
Split testing is another common name for A/B testing, describing the practice of dividing traffic between two or more page variants to determine which produces a better result against a defined goal. The terms are used interchangeably in most CRO literature and tooling.
Why does Split Testing matter?
It matters for the same reasons A/B testing does: it replaces guesswork about design and copy choices with measured evidence from real visitor behavior, letting teams validate changes to trust elements, layout, or messaging before committing to them permanently.
How is Split Testing applied in practice?
It is run by randomly assigning visitors to a control or variant, tracking a defined conversion goal for each group, and declaring a winner once a predetermined sample size and statistical significance threshold have been reached.
Go deeper
Related terms
Where this fits
Split Testing sits in the conversion rate optimization part of the NotiProof resource network.
Read the Conversion Rate Optimization guide