In marketing, split testing is the best way to see on a granular level which aspects of your campaigns work and which don’t — taking the guesswork out of the equation.
At its most basic level, A/B split testing is pitting two or more versions of a marketing asset with a degree of variance against each other to see which performs better. This gives you valuable insight into the performance of your marketing collateral while allowing you to increase engagement, opt-ins and conversions by improving the quality of the final product.
Take a landing page for instance: A/B split testing automatically splits traffic to your pages evenly across multiple versions to measure performance side-by-side. Two versions of a page means 50% of your traffic/leads see only A while the other 50% see only version B.
Sending traffic to multiple versions of your marketing assets gives you the opportunity to test variance in messaging, design, CTAs, headlines, images, videos, subject lines, and more. By knowing what appeals most to your target market, you can optimize messages to generate more leads, lower bounce rate, increase sales and boost your marketing effectiveness.