Split URL testing (also called split testing or URL split testing) is a method of comparing two different versions of a webpage that are hosted on separate URLs. So, instead of just tweaking a button or headline on one page, you create two distinct pages – maybe one at example.com/page-a and another at example.com/page-b.

This is handy when you're thinking about big changes to your website, like trying out totally different layouts, how the pages are structured, or even the underlying technology. It lets you see which version your actual visitors prefer based on things like whether they buy something, how long they stay on the page, or if they leave quickly.

It's especially useful when you're dealing with significant changes, like a brand new design idea or a completely different way for people to move through your site. These kinds of changes aren't usually easy to test with standard A/B testing tools.

How split URL testing works

Split URL testing tools randomly direct your visitors to one of the two (or more) separate URLs. Here’s a basic overview of how it works:

• Two or more live URLs are created, each with different page designs or structures.
• Traffic is evenly split across the versions, typically by a testing tool or script.
• Visitor behavior is tracked, so you can compare performance across the different versions.
• One winning version is selected based on the results, and then deployed site-wide.

The biggest difference from regular A/B testing? You’re not just changing one section of a page – you’re testing full-page experiences on separate URLs.

When to use split URL testing in web design

Split URL testing is great for:

• Testing completely different layouts or navigation styles
• Comparing two design systems or branding concepts
• Validating a new landing page before replacing the original
• Trying out alternate versions of a homepage without touching the live version
• Evaluating new content structures (like switching from single-page to multi-page)

If the change you're making is significant enough that it requires its own page, split URL testing is probably the better route over standard A/B testing.

Example of split URL testing

Let’s say you're redesigning your business’s homepage. Version A uses a traditional header and product grid. Version B uses a bold hero image, dynamic content blocks, and a long-scroll format. You build both versions and place them at different URLs. With a split URL test, half your visitors see Version A, the other half see Version B.

After a few weeks, you check the data: Version B led to more newsletter signups and longer time on page. You now have real-world validation that the redesign performs better – no guesswork required.

How to run a split URL test

You’ll need a few things to run a successful test:

1. Two versions of your web page, hosted at different URLs
2. A testing tool or script that can evenly route traffic (e.g., Google Optimize, Optimizely)
3. Clear KPIs, like conversion rates, clicks, or form submissions
4. Enough traffic to reach statistical significance
5. Patience – tests typically run for at least 2 weeks depending on volume

FAQs about split URL testing

Why use split URL testing instead of A/B testing?

Split URL testing is ideal when you want to test big-picture changes, like an entirely new layout or design concept. A/B testing is better for smaller tweaks, like button color or copy.

Can I use split URL testing with my existing site?

Yes! As long as you can host multiple versions of a page under different URLs and implement routing, you can use split URL testing. Many website builders or CMS platforms support this through plugins or integrations.

What’s the biggest benefit of split URL testing?

It gives you real performance data on big design decisions – before you fully commit. This is especially helpful when launching a major redesign or experimenting with new page flows.

Is split URL testing bad for SEO?

Not if you do it right. Use 302 (temporary) redirects instead of 301 (permanent) ones, and avoid duplicate content issues by keeping your test short and not indexing both versions.

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