Split testing is a randomized experiment with two variants. In the field of statistics, the standard statistical hypothesis testing is used – also known as "two-sample hypothesis testing".
Split testing compares two versions of a single variable, typically by testing the response of one variant against the other variant. The objective of split testing is to determine which of the two variants is more effective.
In content marketing, the process of comparing the two versions can determine which version produces better results. Most split testing in marketing is geared toward improving conversion rates ultimately resulting in more sales or a higher profit.
Split testing is also known as A/B Testing, bucket tests, or split-run testing.