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A way to test the effectiveness of direct contact marketing. In an A-B split, the marketer will send, for example, different types of direct mail pieces to potential customers. For instance, it may send two sets of direct mail with different images, wording, or even colors. The marketer will determine which direct mail grouping receives the highest response rate and begin to concentrate its direct mail efforts on that grouping. An A-B split is used in a variety of different media, including banner ads, e-mails, and landing pages. It is also called A-B testing.