The world of web design and search engine optimization can be a cruel and unforgiving place, but there are also times when it extends a helping hand to you. A/B split testing is one of those times. This handy technique lets you examine the effects that a certain change to your site would make on your profits, traffic, or more. While it can be overused, it’s definitely a beneficial avenue to examine when unsure about a particular change.The way A/B split testing works is by sending viewers randomly to one of two (or more) versions of your site. Usually, there is only one major difference between these versions, but you can test more if desired. This can be a color, an image, layout, or more. Tracking software then records what actions users take on both versions, allowing you to compare which is more efficient at getting the results you desire.Google’s Website Optimizer is one of the best known A/B split testing platforms, and Google themselves have been known for indulging in the practiceperhaps overzealously. Designer Douglas Bowman left the company because of practices like, for example, testing 41 shades of blue or a 1-pixel difference in border widths. While such overbearing testing could be draining on your company, more simple tests are generally agreed to be useful. Other companies offering split testing software include Vertster, Omniture, and SiteSpect.You should always be aware of the limitations of A/B split testing, as well. The practice is generally only useful for examining the effect of one change at a timeso have three or four versions if you want, but change the same thing in each one. Also, you need to wait for a large-enough sample size to be able to generalize the results. This size may depend on the number of customers you expect for your service. Overall, though, split testing is a helpful technique for any company interested in the effects of web design or SEO.