Split testing, also known as A/B testing, is a process of comparing two versions of a web page or email to see which one performs better.
By conducting split tests, you can measure how different changes (such as different headlines, images, or copy) impact your conversion rate.
This process can seem daunting at first, but it doesn’t have to be.
In this post, we’ll give you a simplified overview of split testing and how you can use it to improve your conversions.
How split testing works
Split testing works by showing two different versions of a web page or email (Version A and Version B) to two groups of people (Group A and Group B).
The goal is to see which version performs better in terms of conversion rate (the percentage of people who take the desired action, such as signing up for a newsletter or making a purchase).
To do this, you’ll need to set up two versions of your web page or email.
Version A will be the “control” version that you currently have, while Version B will be the “test” version that you’ll create.
Once you have both versions set up, you’ll need to send them out to two groups of people and track the results.
Group A will receive Version A, while Group B will receive Version B. The goal is to see which version performs better in terms of conversion rate (the percentage of people who take the desired action, such as signing up for a newsletter or making a purchase).
You can use any number of methods to track the results of your split test, but one popular option is to use Google Analytics. Simply set up two goals (one for each version) and track which goal is more successful.
Once you have your results, it’s time to analyze them and see what you can learn.
Did Version A perform better than Version B? If so, why do you think that is? Are there any changes you can make to your control version to improve its performance?
Split testing can seem like a lot of work, but it’s a valuable tool that can help you improve your conversions.
By taking the time to set up and track your tests, you can learn a great deal about what works (and what doesn’t) on your website or email list.
What can you split test?
There are many things you can split test on your website or email, but here are a few of the most common:
Your headline is one of the most important elements of your page or email, so it’s worth testing different versions to see which one performs better.
Sample different headlines to see which one gets more people to click through to your site or open your email.
The images you use can have a big impact on your conversion rate.
Explore different images to see which ones are more effective at getting people to take the desired action.
3. Call-to-Action (CTA)
Your CTA is what tells people what you want them to do on your page or email.
Try testing different versions of your CTA to see which one gets more people to take the desired action.
The copy on your page or email can also impact your conversion rate.
Write different versions of your copy to see which one is more effective at getting people to take the desired action.
The layout of your page or email can also impact your conversion rate.
Try testing different layouts to see which one is more effective at getting people to take the desired action.
Now that you know what some of the most common elements are that you can split test, let’s take a look at how to split test.
How to split test
There are a few different ways you can split test your pages or emails. The most common way is to use a tool like Google Analytics or Optimizely.
These tools will allow you to create multiple versions of your page or email and track which one performs better.
A way to split test email is to use a tool like Email on Acid. This tool allows you to send different versions of your email to different people and track which one performs better.
No matter which method you use, there are a few things you should keep in mind when split testing:
Test one element at a time
When you’re split testing, it’s important to only test one element at a time.
This will allow you to accurately track which change is having the biggest impact on your conversion rate.
Test multiple versions
When you’re testing different versions of an element, it’s important to test multiple versions.
This will allow you to find the best-performing version and eliminate any bias that might be affecting your results.
It can take some time to collect enough data to accurately track the results of your split test.
It’s important to be patient and wait for the data to come in before you make any decisions.
Make sure your sample size is large enough
When you’re split testing, it’s important to make sure your sample size is large enough.
This will ensure that your results are accurate and that you’re not making any decisions based on inaccurate data.
Analyze your results
Once you’ve collected enough data, it’s time to analyze your results.
Look at which version of the element performed better and make a decision about which one to use going forward.
Now that you know how to split test, let’s take a look at some split testing tips.
Split testing tips
Here are a few tips to help you get the most out of your split tests:
1. Test often
Split testing is an ongoing process. The more you test, the more you’ll learn about what works and what doesn’t. The goal should be to improve each time to get better and better results.
2. Be patient
As we mentioned before, it can take some time to collect enough data to accurately track the results of your split test. It’s important to be patient and wait for the data to come in before you make any decisions.
3. Always be learning
Split testing is a great way to learn about your audience and what they respond to. This will change over time so it’s important to set up regular testing schedules.
The better you get at speaking to your audience the more opportunities you will have to sell to them. Use what you learn from your split tests to improve your overall marketing strategy.
4. Be prepared to make changes
Split testing can be a great way to find new ways to improve your conversion rate. Be prepared to make changes based on what you learn from your split tests. You may also find new audiences that you had not considered through this process. So be open-minded to the possible opportunities.
5. Have fun
Testing can be a lot of work, but it can also be a lot of fun. Try to enjoy the process and use what you learn to improve your business.
Testing open and click rates for your emails
Your email list manager should provide a way to split test your emails as well. Open rates are critical when it comes to email marketing and list engagement. After all, if your audience isn’t opening your mail, they’re not reading it either!
You can easily improve your open rates by split testing subject lines to determine the format and style most likely to get your readers’ attention.
To improve your click rates, test your email’s call to action. Set up two identical emails—same subject line and same content—but change the call to action to see which gets the best response from your list.
You’ll be able to use this information in later campaigns to improve click-throughs on all your emails.
Just like list-building, it’s never too early to begin split testing.
There’s no magical number of opt-ins you must have to get started.
There’s no amount of traffic that’s too small.
So don’t wait—start split testing your opt-in forms and emails now, so you can enjoy the best conversion rates possible.
Conclusion: Split testing simplified
Hopefully, this article has helped you understand split testing and how it can be used to improve your conversion rates for both your website and emails. If you have any questions or comments, please feel free to leave them below.
If you’d like to learn how we split test, head over to zindolabs.com and join the community.