The Difference between A/B Testing and Split Testing


In the online marketing industry, the main aim is to increase the conversion rate. This has become very commonplace in recent years. You have already been heard terms like ‘split testing’ and ‘A/B testing’. Most people think they are the same, but in reality, these terms are very distinct. So, ‘Split testing vs A/B testing: which is best and how is it done?’. These are the questions we are going to answer in this article. First, we will look at the definitions:

A/B Testing VS. Split Testing

AB Testing
AB Testing

Split Testing

Basically, this is a marketing test that helps determine which version of a webpage performs better than others in terms of conversion rate.

A/B Testing

In this test, on the other hand, the sample is compared with a single variable sample in order to improve the conversion rate.

What is the difference between them?

In the split-test experiment, we split the traffic into two parts. Half of the traffic is sent to one version of the landing page and remainder to another, different version. This is because we need to see which page gets the greater conversion rate. Both of these pages can have different headlines, photos, buttons, and text. The winning version of the landing page is then used as the sample for the A/B test.

Difference between A/B Testing and Split Testing
Difference between A/B Testing and Split Testing

On the other hand, in the A/B test, only one variable change made to the sample is tested. This can be the button or the text. After the A/B test, we then move to the next test, called the Multivariate Test. This test is more complicated than either the Split or A/B tests.

Multivariate Testing

This is basically a process, in which more than one component of a landing page or website is tested in a live environment.

For example, we take the previous sample and then test with multiple variables, such as button color, number of form fields, photos, headline text, and others, all at the same time. That is why, in order to perform this test, we need a high amount of traffic to the testing page. The multivariate test demands more traffic, so as to be able to test more variables. To get a better conversion rate, we would recommend that you use all of these tests.

To sum up, first use the split test to determine which design of the webpage performs better. Then, do an A/B test for one variation of a variable on the page. After that, perform a multivariate test to test the performance of multiple variations of a webpage.

The Bottom Line!

The main reason for performing these tests on your landing page is to increase the conversion rate. These tests are not one-time but are a continuous process for continuous improvement. You need to test often to be able to see which design and variation can increase the conversion rates of your landing pages. A greater conversion rate means more revenue. Ultimately, you can say that these tests can help increase the revenue of your website.

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