Glossary
Split test
Sending traffic to two or more versions of a creative, a pre-lander, a lander or an offer at the same time and keeping the one with the better numbers. The core method of media buying; the tracker does the splitting.
Also called: A/B test, A/B/n test.
A split test changes one thing: the headline, the image, the CTA colour, the length of the page, the offer at the end. Traffic is divided evenly, the tracker counts conversions per version, and the winner gets the budget. Then the next test starts.
The mistake is reading a winner too early. A version needs enough conversions, not clicks, to be a winner; ten leads against seven is noise.
Related terms: Tracker, Creative, Landing page, CRO, CTR.