Also known as a 50/50 split.

Describes the division of traffic in an A/B test where traffic is equally allocated so that half of visitors (50%) see one version, usually the control, and the other half (50%) see the variant.

In an A/B test with more than one variant, traffic can still be allocated equally if for example visitors are split 33/33/33 across a 3 total of versions.

Dividing traffic equally, is the fastest, most accurate, and most reliable way to conduct an A/B test.

In contrast, traffic can be divided unequally, or have an unequal allocation. For example, if traffic was split 70/30. However, as this article explains, unequal allocation of traffic is not recommended.