Similarly used terms are split-run test or split-testing. These are test methods that are used to compare advertising materials such as advertisements, online banners, newsletters as part of e-mail marketing or even entire websites with the aim of optimising registration, access rates or sales figures on your own website.

Procedure of the test method

Two variants of a test object are created during the test. The target groups are randomly distributed to both versions in order to be able to compare the reactions of both groups. Based on quantitative data, the successful version can then be implemented.

An extended technology is the multi-variant test. More than two variants can be compared.