Split Testing
Testing multiple versions of the same page but changing elements within the pages to determine conversion performance factors. These elements can be; offers, banners, graphics, calls to action, content, headers, font sizes, colours, etc..
For instance, during our landing page optimisation process, we may want to test two different elements on the page.
Landing Page 1. Website Offer A: £25 Off your first order
Landing Page 2. Website Offer B: Free Shipping
You test offers A and B (randomly serving A and B to your website users until you reach the desired/required sample size) Data is captured & analysed to determine which elements worked best & produced the better conversions.
Multivariate Testing
Slightly more complex than the above & is used when you need to test more than 2 elements at the same time or combinations of different elements.