Split Testing Software
Split testing software is a tool that sends traffic to two or more page variants and measures which version performs better on a chosen goal such as clicks, signups, or purchases.
Key takeaways
- Split testing software validates page changes with data instead of opinion.
- Randomly assign traffic between variants and measure against a defined goal.
- Best on high-traffic pages for statistically reliable results.
- Avoid testing too many changes at once or ending tests early.
Common goals include purchases, signups, clicks, and other engagement or conversion events.
What people use it for
- Validate page redesigns or template changes
- Test headline, CTA, or layout variations
- Optimize landing pages for higher conversion rates
- Run experiments on high-traffic pages to improve organic performance
- Combine with analytics, heatmaps, session recordings, or personalization
Quick workflow
- Define a clear hypothesis before running the experiment.
- Choose a control version and one modified variation.
- Set a conversion goal (e.g., clicks, signups, purchases).
- Randomly assign traffic between variants using the software.
- Let the test run until the sample size is large enough for a reliable result.
- Analyze the outcome and implement the winning version.
When not to start here
- If you have very low traffic (below a few thousand visitors per page per month)
- If you cannot isolate a single variable to test
- If you lack a clear conversion goal or hypothesis
- If you are using outdated tools like Google Optimize (no longer active)
Alternatives
| Tool | Type | Notes |
|---|---|---|
| Optimizely | Full-featured experimentation | Supports A/B, multivariate, and personalization |
| VWO | Testing and optimization | Includes heatmaps and session recordings |
| Adobe Target | Enterprise testing | Integrates with Adobe Experience Cloud |
| Google Optimize | Discontinued | Not recommended for new implementations |
Next step
FAQ
What is split testing software?
Split testing software is a tool that sends traffic to two or more page variants and measures which version performs better on a chosen goal such as clicks, signups, or purchases.
What is the difference between split testing and A/B testing?
Split testing and A/B testing are often used interchangeably. Split testing can refer to split URL testing where visitors are routed to different URLs, while A/B testing typically involves showing different versions of a page on the same URL.
Is Google Optimize still available?
Google Optimize is no longer an active testing product. Older lists may still include it, but it should not be considered for new implementations.
How does split testing software affect SEO?
Split URL tests can affect crawling, indexing, and canonicalization if not implemented correctly. Use rel=canonical or server-side redirects to avoid duplicate content issues.
Related topics
Sources
- Optimizely Glossary: A/B testing — Clear definition of split testing, randomized assignment, and experiment workflow.
- Adobe for Business: What is Split Testing? — Explains traffic splitting and outcome tracking in practical marketing terms.
- Salesforce: What is A/B Testing? — Good overview of experimentation steps, hypothesis, and statistical review.
- Google Search Central — Best authority for SEO-safe implementation details around content changes, redirects, and indexing behavior.
Reviewed by Lucía Marín, Founding editor.