What Is Split Testing?
Split testing is conducting experiments to improve a site's metric and are also known as A/B testing or multivariate testing. Metrics are anything to do with improving a visitor's engagement to your website such as purchases, clicks, or form completions. Split testing is the equivalent to performing a controlled experiment: let's say you wanted to compare different variations of your website to see which will generate more traffic. Incoming traffic will be distributed between the original and your variations until a statistically significant difference emerges. Results will then be compared to determine with version has the greatest improvement.
Experimental Framework of Split Testing
- Determine what needs to be improved.
- Hypothesize the change.
- Identify the variables that need to be changed and create variations.
- Run experiment
- Measure results
Best practices of split testing include:
- Focus on the Call to Action: Depending on your audience, your content might resonate more with one group or the other.
- Aim for Global Maximum: What is the overarching goal of your website?
- Elimination: Create fewer distractions.
- Consistency: Make testing changes consistent throughout visitor flow.
Split Testing practices within web pages:
- Layout: Size and arrangement of menus, forms, buttons, etc.
- Visitor flow: How does the visitor get from A to B?
- Text: Includes descriptions, headlines, content, etc.
- Visual Elements: Colors, videos, images, etc.