Split testing, also known as A/B testing, is a method used to compare two versions of a webpage, email, or advertisement to see which one performs better. In this process, a random group of users is shown version A, while another group sees version B. By analyzing the results, businesses can determine which version leads to more clicks, conversions, or other desired actions. This technique is valuable for improving marketing strategies and user experience. For example, a company might test different headlines or images in their email campaigns to find out which one grabs more attention. Ultimately, split testing helps organizations make data-driven decisions to enhance their online presence.