Split testing

What is split testing?

Split testing, commonly referred to as A/B testing, allows marketers to compare two different versions of a web page — a control (the original) and variation — to determine 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.

After generating traffic to both, you find that the variation produces more conversions than the original. Since there’s only one difference between the two pages, you can be confident about the reason for the lift.

At UnchainedCarrot we are aware that when you don’t have lots of time, traffic, and staff at your disposal, or you’re doing a major redesign, “change only one element per test” isn’t practical advice.



What can be changed for a split test

Within webpages, nearly every element can be changed for a split test. Marketers and web developers may try testing:

  • Visual elements: pictures, videos, and colors
  • Text: headlines, calls to action, and descriptions
  • Layout: arrangement and size of buttons, menus, and forms
  • Visitor flow: how a website user gets from point A to B

Some split testing best practices include:

  • Elimination: fewer page elements create less distractions from the conversion goal
  • Focus on the call to action: text resonates differently depending on the audience
  • Aim for the global maximum: test with the overarching goal of the website in mind, not the goals of individual pages
  • Provide symmetric and consistent experiences: make testing changes consistent throughout the visitor flow to improve conversions at every step of the process