What is the difference between an AB test and a split test?
In practice the terms are used interchangeably, and AB Split Test supports both. But technically they refer to two different approaches.
AB test: change elements on the same page
An AB test keeps visitors on the same URL and shows different versions of specific elements: a headline, a button, an image, a section. The page itself does not change, only the elements you are testing.
This is the most common type of test and usually the right place to start. Setup is fast, there is no redirect, no flicker, and no SEO risk.
In AB Split Test: use an On-Page Elements test or Magic Mode for this type of test.
Split test: redirect between two different pages
A split test sends visitors to different URLs. Variation A might be your current page. Variation B is an entirely different page, potentially with a completely different layout or design.
This is the right approach when you want to test two fundamentally different ideas that cannot be compared by swapping elements on a single page.
In AB Split Test: use a Full Page test for this.
As of v2.6.0, AB Split Test includes Full-Page High-Speed Mode which fires the redirect the instant the page begins loading. This significantly reduces the flicker that split tests were historically known for.
Magic Mode: a third option
Magic Mode is a point-and-click test type that sits between the two. You click any element on your live page and AB Split Test generates variations instantly, including text, images, layout changes, hiding elements, or moving them to a different position. No builder access needed, no code.
It behaves like an on-page AB test but is faster to set up than either traditional method.
Which one should you use?
For most tests, an on-page AB test or Magic Mode is the right choice. Setup is faster, results come in the same URL, and you avoid redirect overhead entirely.
A full page split test makes sense when:
- You want to test two completely different page designs
- You are comparing your current site against a rebuild on a different platform (supported via cross-domain split testing in v2.5.5+)
- The changes you want to test are too significant to implement as element swaps