In any business, market research is essential to determine what marketing materials, products and general media presented to your audience is successful. Direct snail mailers would split test flyers they send out, even then the costs were outweighed by the benefits. 

The online business environment has made this type of testing substantially cheaper and easier. A/B testing has some great benefits, since it measures actual behavior. You can determine what resonates with the user in the real world, where as traditional surveys try indirectly asking respondents questions in order to try to make some hypothesis about what they would like. 

However, many online A/B tests have a few limitations. There needs to be a clear and measurable action such as a sale to determine success. Many systems like Google WebOptimizer tend to be primarily used by e-commerce sites to test sales pages. However, this is only a piece of the puzzle for most online sites. There are many other goals such as user retention, enjoyment and approval. 

Additionally traditional online A/B testing systems only work for fully implemented and running sites. In order to test a few variations, you must completely implement these different sites as well. It is difficult to expose customers to different experimental designs during the creation process. 

Markiter strives to achieve all the benefits of A/B split testing, at the same time reducing the limitations. By providing the user with a direct opportunity to compare two pieces of media Markiter is not limited by tracking through sales. Additionally, you do not need to have a fully implemented website in order to leverage A/B split testing through Markiter. You could compare anything at any stage of the design process - even a few pictures of sketches you created.