What is a Split Test?

A/B testing or Split Testing compares the effectiveness of two versions of a web page, marketing email, or other item, in order to discover which has a better response rate, click through rate (CTR), sales or subscription conversion rate, etc.

A classic direct mail tactic, this method has recently been adopted within the interactive space to test items such as banner ads, emails, landing pages or even entire websites [source: Wikipedia]. 

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