Split Testing

What You Need To Know About Split Testing

A/B testing, commonly referred to as Landing page split testing, allows marketers to compare two different versions of a web page. (a control (the original) and variation). This determines which performs better with the goal of boosting conversions.

Ideally, there will be only one difference between the two pages so the tester can understand the reason behind the change in performance. When a landing page undergoes a split testing it will have one URL.

When the website visitor views the page, the test app will randomly show them either variation A or variation B, which will allows you to later decide your winning variation.

Some important things about landing page split testing are as described as follows:

Run one test at a time

Split Testing

Testing more than one thing at a time muddles up the results. If you do  A/B testing an email campaign that directs to a landing page at the same time that you’re split testing that landing page, the results can get muddled pretty easily.

It will create confusion while determining which change caused the increase in leads?

Test one variable at a time

Split Testing

Same principle as above. In order to evaluate how effective an element on a page is, you need to isolate that variable in your A/B test. So, always test one element at a time.

Split test the entire element

 

You certainly can (and should) test a different button color or a background shade. Further to that you should also consider making your entire landing page, call-to-action or email a variable.

Instead of testing single design elements, such as headlines and images, design two completely different pages and test them against each other.

This type of testing yields the biggest improvements, so consider starting with it before you continue your optimization with smaller tweaks.

Test minor changes

 

Although it’s common to think that big, sweeping changes can increase your lead generation numbers, the small details are often just as important.

While creating the tests, remember that even a simple change like switching the image on the landing page or the color of a CTA can drive big improvements. In fact, these sorts of changes are usually much easier to measure than the bigger ones.

Set up control & treatment

 

In any experiment, it is important to keep a version of the original element you are testing. When conducting split tests, set up the unaltered version as your “control” -- the landing page you would normally use.

From there, build variations, or “treatments” -- the landing page you’ll test against your control.

Decide what you want to test

 

There are a number of variables you can decide to test. Don’t limit yourself to testing only images or text size. Look at the various elements of your marketing resources and their possible alternatives for design, wording, and layout.

Split your sample group randomly

Split Testing

In order to achieve conclusive results, test with two or more audiences that are equal. This will help you analyze what works best for you.

Timing plays a significant role in your marketing campaign’s results, be it the time of the day, a day of the week, or a month of the year.

Landing page Split testing requires you to run the two or more variations at the same time. Without simultaneous testing, you may be left second-guessing your results.

Decide on necessary significance before Split testing

 

Before you launch your test, think about how significant your results should be in order for you to decide that the change should be made to your website or email campaign.

Set the statistical significance goal for your winning variation before you start testing. If you’re not sure what to go for, try somewhere in the 97-99% range.

Analyze the A/B test results, and see which variation delivered the highest conversions. If there is a clear winner among the variations, go ahead with its implementation.

Every business website wants visitors converting from just visitors to the leads. Get yourself that perfect page through landing page split testing and veer the way ahead of your competitors.