Split testing is a form of experimentation used in marketing. It’s aim is to optimize your website for success. Often called A/B testing, traffic is split between two slightly different versions of a webpage (version A vs. version B). Then, based on key metrics (such as click-through rates and conversions), we measure which performs better.
What is the goal of your website? It might be to get more sales, or to get more people to sign up. How can you get more sales and sign ups? Answer: improve your website’s user experience to be more persuasive.
It’s easy to have a hunch about what will make your website better. But, you can’t tell for sure without testing and experimentation.