Stop Guessing, Start Testing: The Split Testing Guide for Business Owners.

Imagine this: You’re a business owner who’s just launched a new landing page for your latest product. It looks great, and you’re confident it will drive conversions. But after a few weeks, the results are disappointing. Visitors are leaving the page without taking any action, and you’re left wondering what went wrong. This scenario is all too common, but there’s a powerful strategy that can help turn things around: split testing.

What is split testing?

Split testing, often referred to as A/B testing or multivariate testing, is a method of comparing two or more versions of a webpage or other digital assets to determine which performs better in achieving a specific goal, such as increasing conversions. The fundamental idea is to test different elements to see which version resonates best with your audience.

For instance, you might change the headline, the call-to-action button, or the images on a landing page. By comparing the performance of each variation, you can make data-driven decisions that lead to higher conversion rates. According to a study by Invesp, companies that implement A/B testing see a 49% increase in conversion rates on average.

Why Split Testing is Crucial

While a good web designer has an intuitive sense of user behavior, split testing removes the guesswork. It allows you to pinpoint exactly which elements of your design and content are driving conversions and which are not. In fact, HubSpot reports that A/B testing your call-to-action buttons alone can boost conversion rates by up to 300%.

How to Conduct a Split Test

1. Set Clear Goals

Before starting a split test, define what you want to achieve. This could be increasing newsletter sign-ups, boosting product sales, or improving form submissions. Your goal will guide your test and ensure you focus on meaningful metrics.

2. Create Variations

Develop different versions of the element you want to test. If you’re unsure about the placement of a call-to-action button, create variations with different placements. Change only one element at a time to accurately determine what’s making the difference.

3. Divide Your Traffic

Direct 50% of your traffic to the control version (the original page) and the other 50% to the variation. Tools like Optimizely, and VWO can help you manage this process seamlessly.

4. Analyse the Results

Once enough data has been collected, analyse the performance of each variation. Look at metrics such as click-through rates, conversion rates, and bounce rates to determine the winner. Statistical significance is key here – ensure your results are not due to random chance.

Hidden Gems in Split Testing

Many resources cover the basics of split testing, but let’s delve into some advanced insights that are often overlooked:

1. Emotional Triggers: Different colors and words evoke various emotions. Testing these can reveal deep insights into what motivates your audience. For example, one study found that red call-to-action buttons outperformed green ones by 21%.

2. Geographic Personalisation: People from different regions may respond differently to the same content. Use geographic targeting in your tests to tailor your pages to specific audiences. A test by a major retailer found that localised content increased conversions by 14%.

3. Timing is Everything: The time of day and week can impact your test results. Conduct tests at different times to understand when your audience is most likely to convert. For instance, a study by Omnisend showed that emails sent on Thursdays had the highest open rates and conversions.

What can you test with split testing?

You can evaluate nearly every element of a web page with split testing, as well as marketing emails, e-newsletters, ad campaigns and more. Where there is a measurable goal, there should be a way of carrying out a split test and recording the resulting data.

• Look at the visual elements such as the placement of pictures and videos, or the colours you use.
• Split test text elements such as headlines, calls to action, and product descriptions.
• Explore the layout of your page by split testing the placement and size of buttons, menus and forms.

Although you can split test everything on a landing page, this could be time-consuming. Therefore, you might want to concentrate on the big-hitting elements of the page such as:

• Headline
• Call to action
• Sales copy
• Product Description
• Sign-up form
• Main ‘hero’ image on the page

Split test duration

One challenge is to work out how long you should run each split test and making sure that you build time for this into your campaign, especially if you’re planning to use a landing page for a time-limited offer.

Run a split test for too short a time and you may not get enough data to decipher which is the best version of the page, but run it for too long and your data may get skewed by external factors, such as competitors’ activities or a big industry news story.

We found a helpful free Test Duration Calendar by VWO that can help you work out how long to run each split test based on your number of daily visitors or the percentage by which you want to improve your conversion rates, among other factors.

A guide for your future marketing

Split testing is not just a one-time fix but a continuous process that can significantly enhance your marketing effectiveness. By systematically testing and optimising your web pages and marketing materials, you can turn more visitors into customers and ultimately boost your bottom line.

So, have you started using split testing in your business yet? If so, what surprising insights have you discovered?

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