Split Testing: Improve Your Conversion is a Series of blog posts to help you boosting your conversion.
In my article about how to boost your conversion, I detailed a few tweaks to your website to increase your conversion rate.
The question is how do we know what to change or modify?
That’s where split testing comes in.
What Is Split Testing?
Split testing is a way of comparing multiple versions of a web page (homepage or landing page) to find out which one converts visitors best.
When the test is run, traffic to the page is split among the different versions and their performance is tracked.
Whichever version converts the most at the end of the test, wins!
We have two types of split testing: URL split testing and A/B split testing.
Split URL testing is often confused with A/B testing, and for good reason.
In both, traffic is split between the variations and conversions are measured to decide which version wins.
Split URL testing differs from A/B testing in that the different versions need to be housed on different URLs.
Split URL testing is commonly used when the web page designs are very different from each other.
But in this article, I will be focusing on A/B split testing.
A/B testing is comparing two versions of a web page to see which one performs better.
You compare two web pages by showing the two variants (let’s call them A and B) to similar visitors at the same time. The one that gives a better conversion rate, wins!
A/B testing allows you to make more out of your existing traffic.
While the cost of acquiring paid traffic can be huge, the cost of increasing your conversions is minimal.
Almost anything on your website that affects visitor behavior can be A/B tested.
- Sub headlines
- Paragraph Text
- Call to Action text
- Call to Action Button
- Content near the fold
- Social proof
- Media mentions
- Awards and badges
Advanced tests can include pricing structures, sales promotions, free trial lengths, navigation and UX experiences, free or paid delivery, and more.
A/B Testing Process
The correct way to run an A/B testing experiment is to follow a scientific process.
It includes the following steps:
1. Study your Website Data: Use a website analytics tool such as Google Analytics, and find the problem areas in your conversion funnel.
For example, you can identify the pages with the highest bounce rate. Let’s say, your homepage has an unusually high bounce rate.
For example, “The CTA button is not prominent on the home page.”
3. Construct a Hypothesis: Per the insights from visitor behavior analysis tools, build a hypothesis aimed at increasing conversions.
For example, “Increasing the size of the CTA button will make it more prominent and will increase conversions.”
4. Test your Hypothesis: Create a variation per your hypothesis, and A/B test it against the original page.
For example, “A/B test your original home page against a version that has a larger CTA button.” Calculate the test duration with respect to the number of your monthly visitors, current conversion rate, and the expected change in the conversion rate.
5. Analyze Test Data and Draw Conclusions: 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. If the test remains inconclusive, go back to step number three and rework your hypothesis.
5. Report results to all concerned: Let others in Marketing, IT, and UI/UX know of the test results and the insights generated.
I will be detailing more about split in upcoming posts.
See you at the top,