If you’re an online marketer you’ve probably come across this term, but I find that outside of this sphere, I’ve found that shop owners and merchandizers have no idea.
Split testing is a technique used in Pay-Per-Click ( PPC ) advertising like Google Adwords and yahoo Search Marketing where 2 adds are run simultaneously. After a certain number of clicks, the add that does least well is replaced. By repeatedly doing this, greater and greater success is achieved with the add because you target exactly the right working and concept to deliver to your target audience.
Now it is quite possible, and well worth while doing the same thing with physical displays. You can set up 2 displays in different areas of the shop, and keep track of which draws the most attention and results in more sales. Then replace the least successful display.
There’s an overview of fashion marketing here on this site.