Web site A/B split testing
A/B testing or split testing compares the effectiveness of two versions of a web page, marketing email, or the like—in order to discover which has better response rate, better sales conversion rate, or the like. A classic direct mail tactic, this method has been recently adopted within the interactive space to test tactics such as banner ads, emails, landing pages or even entire websites. For instance, on an e-commerce website the purchase funnel is typically a good candidate for A/B testing, as even marginal improvements in drop-off rates can represent a lot of additional sales. Multivariate testing or bucket testing is similar to A/B testing, but tests more than two different versions at the same time.