A/B testing refers to comparing two different versions of something to see which one performs better.
It is especially important in sales and marketing, where it’s used to eliminate the guesswork and help you optimize your performance based on data-backed evidence rather than your gut feeling.
- Split testing is mostly used as a substitute for A/B testing. However, some resources consider it a higher level of testing, e.g., when comparing two entirely different variations of something rather than simply two options of a single element. For example, you can split test two different email templates but you will A/B test two variants of a CTA in the same template.
- Multivariate testing is typically used to test multiple combinations of items at once, unlike A/B testing that focuses on the variations of a single item at a time.