'Split URL Testing' is a technique in web analytics where two different URLs are tested against each other to evaluate variations in webpage layout, content, or functionality. This type of testing is used when the changes to the page are significant enough to warrant a separate URL.

Unlike A/B testing, which typically involves minor changes and works on the same URL, Split URL Testing allows for testing major redesigns or completely different page layouts. It provides insights into how significant changes can impact user behavior and conversion rates.

Businesses use split URL testing to explore innovative design approaches, test new content strategies, or assess the impact of structural changes on website performance. It is a valuable tool for making data-driven decisions about website variations and optimizing user experiences.