What is Split Testing?
Getting Started With Split Testing
What can a company do when their sales page and website are simply not converting like they should? Conversion rate is directly tied to the buying or clicking impulse of your readers and to be successful you have to find out exactly which elements of your website work and which don’t.
When it comes to design a website, you have varied number of choices, that may include either selecting those elements which you believe might look best or opting for a “split test”. Split Testing (also referred to as A/B Testing or Multivariate testing) allows you to create multiple versions of a web page combining different elements. It is a process which allows you to improve website conversion rates quickly and effectively. It helps you determine without a doubt if version A (Control) or version B (Variation) of your web page performed better.
It is a powerful strategy that uses software to track the response that different versions of your ad or landing page delivers to your visitors.
Depending on your website’s traffic you can test more than 2 alternatives at a time. Apart from testing individual elements like, “headlines”, “call to action” or “offers” etc, Split tests can also be performed to compare completely unrelated versions of the whole web page.
What Can You Split Test?
You can test any type of marketing with split test- whether it’s an email, a PPC ad, a print advertisement or just anything. Besides, the most common use of A/B Split testing goes with web page designing. To limit the number of page variations and reduce the amount of traffic needed to generate significant results, split testing should be used to test only those elements on a web page that are most likely to have a large impact on the conversion ratio.
Headlines - You have created two compelling headlines for your checkout page, you can use split testing to determine which one helps convert the most sales or you could test two different font colors for each headline and see which creates the greatest response.
Product descriptions - Test if and how different product descriptions, each focussed on a different product benefit, affect sales.
Product images - Split testing will help you determine how different product images, their number and quality influence sales. The type of images that you use on your web page can affect your conversion rates. The best thing is to use images that portray benefits that your product/service offers.
Track visitor flow - Know how a website user gets from one web page to another and compare relative volume of traffic coming from different sources within the same dimension. With traffic visibility, you will be able to see whether those users are following the path you want them to, or whether they are reaching your goal screens in sufficient numbers, and whether they’re leaving your site.
Split-test is not a one-and-done strategy. Making it work means bringing repeated gains for your business. Now that you know the basics of A/B Split test, the only thing left to do is dive in. As you continue to test, you will start to get a good grasp of what your visitors respond to and what does not works for them.
Need some help getting started with Split testing? Contact us.